EDO, the TV outcomes company, is launching Engaged Audience Planning to help convergent TV marketers optimize media plans for both reach and outcomes within their existing planning solutions. The interoperable offering delivers an automated, scalable way for advertisers to test various investment scenarios and fine-tune their strategies before committing to a final media plan – making it especially valuable for buyers and sellers navigating the uncertainty of cross-platform Upfront negotiations.
Powered by vertical AI, EDO uses syndicated data to analyze ad-driven consumer engagement behaviors — such as brand searches and website visits — across all linear and streaming TV, measuring more than 110 trillion cross-platform impressions since 2015. According to one recent case study, a leading TV advertiser that combined these predictive outcomes with audience optimization generated over a 3x greater lift in ad-driven engagement as compared to a traditional, audience-only media plan. Engaged Audience Planning delivers a streamlined process, offering clearer insights with less manual work.
EDO’s offering is compatible with every major audience planning tool, including those like Nielsen, VideoAmp, and Kantar Media, as well as algorithm-driven programmatic optimization solutions such as DoubleVerify Scibids AI™. The solution also allows more seamless compatibility within clients’ existing workflows, including leading media agency planning approaches.
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“Marketers consistently tell us they want their Convergent TV investments to deliver on both brand and demand goals — and Engaged Audience Planning is designed to do just that,” said Kevin Krim, CEO, EDO. “By aligning EDO’s outcome measurement with whatever advanced audience marketers choose, we’re empowering advertisers to optimize for both reach and results within their existing planning workflows. Now, clients can confidently set audience targets, define their desired spend, and assess trade-offs to build more engaging reach at a fair CPM or max bid — maximizing ROI from their convergent TV strategies.”
SOURCE: Businesswire