EDO Launches Scenario Testing Tool for TV Ad Buyers

In New York, TV ad measurement company EDO has launched a service called Engaged Audience Planning, allowing CTV marketers to conduct automated, scalable testing of scenarios in order to help optimize their media planning and buying.

EDO says its measurement platform 'connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales', allowing ad industry execs to 'know the fair value of every impression' across linear and streaming television. The firm uses a combination of immediate engagement signals - including brand searches and web site visits - decision science and vertical AI, providing detailed competitive, category and historical insights into 'what works'. EDO's software is compatible with a range of audience planning tools including Nielsen, VideoAmp and Kantar Media, as well as programmatic optimization solutions like DoubleVerify Scibids.

The new tool promises a streamlined process, offering 'clearer insights with less manual work'. CEO Kevin Krim comments: '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. 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.'

Web site: www.edo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.