EDO

What do GLP-1s and pickleball have in common? ?? They're two of the biggest health trends in the U.S. right now and Noom’s latest ad leans into this cultural moment. Debuting in December, just ahead of the holidays and resolution season, Noom’s 15-second ad connects the simplicity of starting pickleball with the idea of taking the first step on a weight loss journey. The result? It was over 14x more effective than the average pharma ad last week — making it ADWEEK’s Data Drop Ad of the Week.

With the Sweet Sixteen tipping off tomorrow, the action isn’t just on the court — it’s in the ad breaks too. ?? EDO’s Women’s March Madness 2025 Ad Tracker is live: highlighting the brands making the biggest impact each round. Quick Serve restaurants are already rising to the top, with early leaders including: ?? Taco Bell ?? Burger King ? Starbucks ?? Arby's Track the top-performing ads as the tournament plays on here: https://lnkd.in/eBdaaV2b

Programmatic TV advertising can be the best of digital and traditional TV, but most approaches are missing the most critical piece of the puzzle: outcome-based optimization. The good news? We have the ability to optimize CTV for real impact — with the same methods that helped Google and Meta build multi-billion-dollar platforms. When we focus on outcome measurement like EDO's engagement signals that predict sales, we’re able to optimize brand and performance campaigns consistently for impression quality and sustained ROI. It's time for TV industry leaders to get serious about proving programmatic TV's effectiveness.

Which brands are generating measurable business outcomes from their investment in women’s sports? ?? In our latest report, EDO analyzed brand performance and TV investment levels to determine which brands are getting the most bang for their buck in women’s sports – and who needs to go back to the drawing board. Top brands like KFC, Pizza Hut, and Airbnb are seeing strong ROI, while Jeep, The Wendy's Company, and Instacart may need to go back to the drawing board. ??Get your copy of the Women’s Sports TV Outcomes Report here: https://lnkd.in/erGHnqKg

While NCAA basketball fans tend to their broken brackets (we're looking at you, University of Arkansas ??) — EDO’s tracking each round of the March Madness tournament to determine which brands are making the biggest impact. Quick-service restaurant advertisers are already earning consumer interest, with early standouts including: ?? KFC ?? Taco Bell ?? Arby's ? Starbucks Check out who’s rising in the ad rankings across QSR and 15 other categories ?? https://lnkd.in/e7mNJQAk

?? Heineken 0.0 is tapping into a growing trend — no alcohol, no problem. As more consumers embrace health-conscious choices, The HEINEKEN Company’s latest campaign proves that a great time doesn’t require a drink in hand. Originally launched for Dry January, the "When Working or Not" spot continues to resonate, driving 54% higher engagement than the average beer ad last week. See why this campaign was named our Ad of the Week with ADWEEK in the beer category. ????

When it comes to women’s sports, it’s not enough for advertisers to merely get in the game. Sustained growth depends on smart, data-driven media investments and creative decisions. Check out my new article to learn about how brands like SKIMS, New Balance, Ally, The TJX Companies, Inc., and more are leveraging the growing star power of women athletes to drive consumer engagement with contextual relevance. Plus, learn how brands are winning in the WNBA (Women's National Basketball Association), National Women's Soccer League (NWSL) – and surprise sports that might not yet be on your radar.

?? Pause ads keep viewers engaged – and Fubo and EDO have the data to prove it. Saleah Blancaflor at ADWEEK breaks down new findings revealing just how effective pause ads can be for brands. ?? Pause ad viewers were 33% more likely to engage with a brand compared to those who saw standard video ads on Fubo. ?? When compared to video ads across other platforms, pause ad viewers were 129% more likely to engage with a brand. ?? Combining pause and video ads on Fubo drove 86% higher engagement than video ads alone on competitive platforms. As streaming platforms evolve, advertisers have new ways to reach engaged audiences—without disrupting the viewing experience. ?? Read the full story: https://lnkd.in/ezzwBKHd

??Get your popcorn ready: Our analysis of the 97th Academy Awards reveals TV advertisers received exceptional ROI, with ads generating 172% more effective engagement than the primetime average. On average, a single ad in the Oscars? generated as much impact as 88 primetime ads, and star-studded ads from Volkswagen, Emirates, and ROLEX drove consumer engagement during a celebrity-filled event. The details: ?https://lnkd.in/e-NcsHrs