- EDO launches Engaged Audience Planning tool to optimize TV media plans for 2025 Upfronts.
- The tool interoperates with major platforms like Nielsen, VideoAmp, and Kantar Media.
- Advertisers using this solution have reported over 3x greater lift in ad-driven engagement.
EDO, the TV outcomes company, has introduced its Engaged Audience Planning tool, aimed at enhancing the optimization of media plans for convergent TV marketers. This solution is especially beneficial for the 2025 Upfronts, allowing advertisers to better reach and achieve outcomes through their existing planning solutions.
The innovative tool leverages vertical AI to analyze ad-driven consumer engagement behaviors like brand searches and website visits across both linear and streaming TV. Since 2015, EDO has analyzed over 110 trillion cross-platform impressions, providing a robust foundation for its new offering.
EDO's Engaged Audience Planning is designed to be compatible with major audience planning tools such as Nielsen, VideoAmp, Kantar Media, and algorithm-driven solutions like DoubleVerify's (DV, Financial) Scibids AIâ„¢. This compatibility ensures a more seamless integration into clients' existing workflows, facilitating better efficiency and effectiveness in media planning.
According to a case study provided by EDO, a leading TV advertiser utilizing these predictive outcomes achieved more than a threefold increase in ad-driven engagement compared to traditional media plans focused solely on audience targeting. This underscores the tool's capability to provide clearer insights with reduced manual effort.
EDO continues to prioritize industry interoperability, evolving its offerings to help buyers and sellers optimize for both impact and efficiency amidst the complexity of Convergent TV advertising. For further insights into EDO's Engaged Audience Planning, visit edo.com/Upfronts.
