EDO

Great segment with our own Kevin Krim!

DMA targeting might seem like an old school method of targeting audiences — something that powered the 1980s boom in direct mail and telemarketing. But our latest research found that by simply shifting spend to the Designated Market Areas where consumers are most responsive to their ads brands can quickly and easily optimize streaming return on investment and scale. Want to increase the impact and scale of your streaming TV ad campaigns? Our whitepaper, “Back to the Future with DMA Targeting,” explains how. Check it out to learn how one leading advertiser increased its ROI by over 200% and maintained strong performance even when spending 3.7x its initial outlay. https://lnkd.in/eu2qH7GR

While in-game spots have long been the go-to for many brands, recent EDO data suggests that pregame NFL ads also offer unique advantages to different brands. Let’s break it down: ?? Sports Betting companies like DraftKings Inc. and FanDuel have seen huge returns on their investment in pregame ads, which were found to be 68% more likely to engage viewers compared to in-game ads. ?? Through the first six weeks of the 2024-25 season, pregame pizza ads were 141% more effective than the average primetime pizza ad, with Little Caesars Pizza and Pizza Hut leading the category. ??? While QSR brands also benefited from pregame ads, they saw an even bigger boost in in-game ad effectiveness — including a 23% YoY gain, with Chick-fil-A Restaurants-A, KFC, Taco Bell and Arby's driving the most engagement. Don’t fumble your ad buying strategy — get more insights about NFL ad engagement today. https://lnkd.in/ggzj66Rs #SportsBetting #QSR #adeffectiveness

In early October, Oura debuted a #TV campaign launching the 4th generation Oura Ring — the sleekest, smartest yet. The high-energy creative helped Oura generate top engagement in the consumer electronics category last week – outperforming major players like Google, Bose Corporation, and Meta with 567% more effective ads than the category average. See the 15s spot that helped Oura climb the Ad Engagement rankings — link in the comments.

EDO and VIZIO’s Inscape today announced an agreement enabling EDO to continue measuring TV outcomes for Vizio Inscape ads, deepening our collaboration and ensuring we have access to Inscape’s robust ACR dataset for years to come. “Industry collaboration is essential to achieving the precision and scale needed in cross-platform measurement,” said our partner Travis Scoles, EVP of Advanced Advertising, Paramount. “With data-driven insights — like those powered by EDO and VIZIO — we can further empower brands to reach and resonate with our audiences, maximizing engagement and impact across Paramount’s extensive media portfolio.” Read more about the announcement in #TVTechnology: https://lnkd.in/gUEVd8kg Paramount Advertising

Tuesday's #PerformanceNow event by Paramount Advertising reminds me how far we've come in building tools for today's convergent TV environment – and the fields of opportunity still ahead of us. Huge thanks to Travis Scoles for inviting me and moderating our panel on attribution and #outcomes measurement! And to my fellow panelists Scott Lichtenthal, Stephen TOBIAS, and Stuart Schwartzapfel for an inspiring exchange. A theme that prevailed across conversations: The critical shift from siloed metrics to frameworks that connect audience exposure to business outcomes — and the need to quickly innovate measurement at scale. Onward!

The WNBA has become an advertising MVP, giving media buyers slam-dunk opportunities to get eyeballs on their ads, smashing records for TV viewership ratings and ad effectiveness. Here’s what we’ve learned: ?? YoY, ad effectiveness was up 12% for the 2024 WNBA playoffs. ?? The 2024 WNBA Finals were the most viewed WNBA Finals in 25 years, up 115% from last year — and regular league play viewership saw a boost too, up 170% from 2023. ?? Call it the #CaitlinClark effect: Ads with WNBA players that aired during the WNBA 2024 regular season were over 2x as effective than those without them. Check out our blog for more insights on how the WNBA is delivering outsized ad engagement across a huge — and growing — audience. ?? https://lnkd.in/g6vCAjDa #WNBA #advertising #mediabuyers #adeffectiveness

The holiday TV advertising comeback is real — and the winners might surprise you. Retail holiday TV spend surged 7% from 2022 to 2023, but which retailers drove actual viewer outcomes? Our analysis found: ?? Burlington led in ad engagement (+94%) for the department stores category with brand appeal over deals ?? Special programs like ABC’s iHeartRadio Jingle Ball outperformed the average program by 247% for retail brands ?? Resale marketplaces shined, with DealDash and Rebag showing 258% and 226% higher engagement than the average retail brand respectively Read our full analysis to inform your strategy. See the link in the comments.

Come to the light side – or the dark side – with the LEGO Group's new #StarWars toy ad campaign! After advertising minimally on national #TV since May, Lego launched 15 and 30-second versions of the same Star Wars campaign in early October. The two creatives outperformed other top-performers in the category like Mattel, Inc.'s #HotWheels and #Barbie took the top 2 spots for toy ads last week! ?? The 15-second ad drove the most engagement, with consumers 771% more likely to engage with the spot than any other Toys ad last week. Overall, LEGO topped the toy category with ads 688% more effective than the average brand, followed by Hess (+393%), Fisher-Price (+349%), and Play-Doh (+101%). Why the success? Put simply, it’s Star Wars magic. See the full ad in the comments.

Get more bang for your programmatic buck with proven, predictive outcomes metrics Enhance the bid process on your platform of choice with greater insight into which segments are more likely to drive engagement based on EDO’s syndicated data benchmarks. Our outcomes measurement is directly interoperable with all major #DSPs, #SSPs, and other third-party data providers for pixel-based measurement. https://lnkd.in/gs5KThjb