EDO, the TV outcomes company focused on measuring real advertising effectiveness across linear and streaming environments, has unveiled EDO Always-On, a new automated, cross-platform measurement system that continuously feeds outcomes performance data directly into media partners’ analytics platforms. This innovation means brands and advertisers can finally access always-on, real-time insights into how their Convergent TV (television + connected TV) campaigns are influencing engagement and business outcomes — not just how many viewers were exposed.
The solution goes beyond traditional TV measurement by eliminating manual setup and campaign-specific implementations. Instead, standardized outcome signals — such as increased search activity and site visitation following an ad airing — are delivered continuously into partners’ internal dashboards and platforms. Initial implementation partners include NBCUniversal’s Performance Insights Hub and Paramount Global’s InView platform.
Why EDO Always-On Matters Now
With audience behavior fragmenting across broadcast TV, streaming services, and connected devices, marketers have struggled to answer one core question: “Is my TV advertising actually driving business results?” Traditional metrics such as reach and impressions offer a snapshot of exposure, but fall short when it comes to proving impact on customer behavior — especially during the campaign. EDO Always-On aims to solve this gap by providing:
- Continuous, publisher-side outcomes data on consumer engagement signals linked to TV ads.
- Cross-platform convergence that spans both linear television and CTV without separate measurement setups for each advertiser.
- Automated data delivery into existing analytics systems used by media owners and agencies.
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This approach contrasts with legacy panel-based systems and traditional multi-touch attribution, which can be costly, slow, and require bespoke integrations for each campaign or advertiser. Instead, EDO’s syndicated data model brings a scalable, standardized, and publisher-integrated measurement framework to the rapidly expanding Convergent TV marketplace.
Impact on the B2B Marketing and Advertising Industry
Though the announcement centers on TV outcomes, the implications for B2B marketing and advertising are broad and transformative — especially as video channels increasingly integrate into performance-driven media mixes.
Elevating TV from Branding Channel to Performance Channel
For decades, TV has been viewed as primarily a brand awareness medium, with limited capabilities for performance measurement compared to digital channels like search or social. EDO Always-On changes this narrative by providing data that correlates TV exposure to mid-funnel business signals — such as search interest and website visits — that are widely accepted predictors of future conversions. This shift means B2B marketers can:
- Compare TV campaign impact directly with digital performance metrics.
- Justify cross-channel budget allocation with unified outcome signals.
- Optimize campaigns in flight rather than waiting for post–campaign reports.
As TV becomes more accountable – closer in measurement capability to channels like PPC and programmatic display – B2B advertisers may increase spend on Convergent TV as part of holistic demand generation strategies.
Enabling Mid-Campaign Optimization with Real-Time Insights
Traditional TV measurement reports often come weeks after campaigns finish, limiting the ability to optimize while ads are still running. With EDO Always-On delivering ongoing performance data directly into media partners’ analytics systems, marketers and agencies can:
- Identify which networks, programs, or time slots are generating real engagement signals.
- Adjust flighting, creative, or audience segmentation based on live trends.
- Integrate outcomes data with other planning and activation tools for unified campaign management.
In a B2B environment where sales cycles are long and budgets are scrutinized, this real-time visibility is essential. It empowers media planners to allocate funds more intelligently, reducing waste and improving ROI.
Strengthening Attribution Across Channels
One of the persistent challenges in B2B advertising is reconciling impact across offline, digital, and broadcast touchpoints. EDO Always-On helps bridge this divide by focusing on predictive engagement outcomes — a middle ground between digital micro-conversions and long-term sales results. Research indicates that such engagement signals (e.g., search spikes and website visitation following TV ads) strongly correlate with future sales outcomes.
For advertising teams, this enhances multi-touch attribution models, making it easier to quantify the influence of TV alongside digital channels like email, display, and paid search. The result is:
- More accurate performance modeling.
- Better understanding of how different media contribute to pipeline development
- Stronger alignment with business objectives rather than exposure metrics alone.
Broader Effects on Businesses and the Advertising Ecosystem
Unifying Measurement Across Fragmented Media
With people’s attention divided across screens and apps, the business of measuring things has become a mess, with different data for different geographies, making it difficult to compare apples to apples. EDO Always-On solves this problem by providing automated syndicated engagement data into publishers’ platforms, allowing you to measure things consistently whether it’s linear TV or streaming. This is more important than ever with advertisers buying across programmatic and direct.
Empowering Media Sellers with Performance Evidence
Media partners such as NBCUniversal and Paramount are now able to offer advertisers outcome data as part of their value proposition. This improves the sales pitch and helps to justify the premium pricing of high-impact inventory based not only on reach but also on engagement results.
Accelerating Adoption of Convergent TV Advertising
As the measurement becomes more defined and comparable to digital, more B2B brands will likely test and expand the Convergent TV in their media mix. The automated and scalable approach of EDO Always-On removes the barriers that previously discouraged performance-driven advertisers from investing in television.
Conclusion: A New Era in Media Measurement
EDO Always-On marks a major step toward performance-oriented TV advertising, where outcome signals — not just views — drive optimization decisions. The industry is transitioning from siloed exposure metrics to integrated, automated measurement frameworks that align with the expectations of modern marketers. For B2B marketing and advertising professionals, this evolution enables clearer cross-channel insights, better budget decisions, and more accountable media investment strategies in a rapidly converging media landscape.