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WEMarketCast has acquired Phoenix Marketing International, a research and analytics provider specializing in advertising measurement.

The Los Angeles-based market research firm says the acquisition will help it accelerate its advertising effectiveness expertise and gain a portfolio of research products. These span the entire advertising lifecycle, from identifying what consumers think of pre-published ads to measuring how ads influence consumer beliefs and behaviors.

Phoenix is ​​known for its ad testing and measurement analytics. The company’s Phoenix Brand Effect (formerly Nielsen TV Brand Effect) platform tests and measures thousands of advertisements each year, gathering critical feedback on ad scripts, creative elements and messaging from key audience segments. It also includes the influence of advertisements on consumer affinity and consideration, as well as purchase intent and impact.

Together, MarketCast now has over 100 data technologists and scientists and 400 quantitative and qualitative researchers working in branded media and advertising research and analysis. Phoenix will benefit from MarketCast’s big data expertise, including its Smart TV measurement and ad attribution capabilities. Together, MarketCast will help advertisers and media companies uncover deeper audience insights at greater granularity, so they can better understand and predict ad performance.

“The acquisition of Phoenix supports MarketCast’s vision to create the most technologically and data-advanced research company on the planet, where primary research is combined with big data to determine what fans watch, buy and listen to the most and why they choose to watch, buy, and listen,” said MarketCast Managing Director John Batter. “We see a tremendous opportunity to bring these two companies together, combining our unique research into media and our expertise in big data to innovate new solutions for advertising effectiveness.”

Allen DeCotiis, Founder and CEO of Phoenix added, “We are thrilled to join MarketCast, a team that shares our common values, passion and vision for the future of advertising research and technology. With a powerful media and advertising research portfolio and a history of working with the biggest names in entertainment, sports and technology, MarketCast is the perfect home for people, platforms and customers in Phoenix. We look forward to starting this new chapter of growth and innovation together.