EDO Enhances TV Outcomes Measurement with New Tool
EDO, a TV outcomes measurement company, has launched Engaged Audience Planning. This new tool allows marketers to leverage EDO's syndicated engagement data to test media investment scenarios and refine strategies before finalizing media plans. This is particularly valuable in today's fragmented media landscape.
With Engaged Audience Planning, advertisers can optimize media outreach by analyzing ad-driven consumer behavior, including brand searches and website visits, across linear and streaming television. The tool integrates with third-party audience planning tools from Nielsen, VideoAmp, and Kantar Media, as well as programmatic optimization solutions like DoubleVerify’s Scibids AI.
Improved Outcomes and Streamlined Planning for Upfronts
This interoperability is crucial for the upcoming Upfronts, enabling buyers and sellers to navigate complex cross-platform negotiations. In testing, one advertiser using this data saw a three-fold increase in ad-driven engagement compared to a traditional, audience-only media plan.
EDO's expanded data integrations reflect the growing need for interoperability in viewer analytics, especially with the rise of Connected TV (CTV). This allows advertisers working with multiple digital ad partners to better meet their needs.
“As advertisers turn to CTV to improve both brand impact and performance, we’re seeing rapid growth in programmatic CTV investment as a strategic way to reach and engage audiences,” said Mark Zagorski, CEO at DoubleVerify. “By integrating with EDO’s Engaged Audience Planning, DV Scibids AI empowers brands to intelligently optimize their programmatic CTV campaigns — driving stronger engagement and measurable outcomes that matter.”
EDO's collaboration with Nielsen began in 2023, and now extends to competitors like Kantar and VideoAmp, further emphasizing the industry's push for seamless data integration.
