Latest news with #KevinKrim
Martechvibe
25-04-2025
- Business
- Martechvibe
EDO Launches Engaged Audience Planning
Engaged Audience Planning delivers a streamlined process, offering clearer insights with less manual work. EDO, the TV outcomes company, is launching Engaged Audience Planning to help convergent TV marketers optimise 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 analyse 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. ALSO READ: EDO Partners with Chalice 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. '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 optimise 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 — maximising ROI from their convergent TV strategies.' 'In integrating EDO's new capabilities into our Omni-enabled planning process, we can now incorporate consumer intent, enabling better efficiency and effectiveness for our clients,' said Megan Pagiluca, Chief Product Officer, Omnicom Media Group. ALSO READ: Logicbroker Launches Data Pipeline '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, DoubleVerify. 'By integrating with EDO's Engaged Audience Planning, DV Scibids AI empowers brands to intelligently optimise their programmatic CTV campaigns—driving stronger engagement and measurable outcomes that matter.' 'Kantar Media views data interoperability as essential to a healthy advertising ecosystem and our TechEdge Audience Analytics software has always supported that as a core value proposition,' said Chief Strategy Officer; MD, North America, Kantar Media. 'We're excited to see EDO embrace this same approach with outcome measurement that is compatible with established tools and workflows.' Following the introduction of Engaged Impressions with Nielsen last year, EDO continues to evolve how buyers and sellers optimise for both impact and efficiency in Convergent TV advertising. ALSO READ: YouTube Revamps Mid-Roll Ads to Boost Creator Revenue The Martechvibe team works with a staff of in-house writers and industry experts. View More advertisingAudience planningEDOTV Locala's omnichannel advertising platform leverages granular insights and cutting-edge AI to help marketers plan, activate, and measure campaigns that are personalised to the local consumer. It specialises in transforming complex mobility and consumer data into actionable audience insights, fueling advanced media strategies. VISIT WEBSITE Blue Prism is a global software provider, offering ROM 2, an intelligent automation implementation methodology that empowers teams to scale their digital workflow. One of its use cases is sales and marketing solutions, which is powered by artificial intelligence (AI) and machine learning (ML) algorithms. VISIT WEBSITE Pega is a combined business process management and robotic process automation (RPA) platform that comes with workforce analytics features. It offers a wide variety of tools such as Pega Email Bot to automate repetitive tasks with personalised customer replies at scale. 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Utilising its capabilities, marketers can personalise and automate customer interactions, depending on their needs and preferences. VISIT WEBSITE SAP is a composable marketing automation technology provider, offering SAP Intelligent RPA solutions to automate repetitive, rules-based business processes, including marketing and sales. Using its tech stack, marketers can automatically extract product data from manufacturers' websites, update online inventory and import website and email sales. VISIT WEBSITE Microsoft offers Power Automate, a low-code and AI-powered RPA software that helps marketers streamline tasks like lead management, email campaigns, social media management, data analysis, content publishing, and customer feedback. Leveraging its capabilities, businesses can automate repetitive tasks, such as lead capture and email marketing workflows. VISIT WEBSITE IBM offers AI-powered Robotic Process Automation capabilities for CRM and marketing functions. It enables users to automate workflows with integrated OCR and intelligent chatbots, distribute work across multiple bots without human interventions and manage emails via low-code authoring tools. VISIT WEBSITE Hyland offers an AI-powered comprehensive robotic automation software suite, enabling marketers' teams to automate their campaigns. Its Natural Language Processing (NLP) technology allows businesses to automate repetitive marketing functions, such as execution of targeted and personalised strategies in near real-time. VISIT WEBSITE Datamatics is an intelligent automation platform, offering TruBot RPA designer, a low-code bot design tool for marketing teams to create customised bots quickly. It provides 500 pre-built components, enabling low-code design and rapid deployment capabilities with drag-and-drop options. VISIT WEBSITE Automation Anywhere offers Automation Success Platform powered by Vertex AI, enabling enterprises to develop a cloud-based digital workforce at scale. Leveraging its bots, ML, and AI technologies, marketers can automate their marketing and sales processes. One of its popular offerings is Automation Co-Pilot, a genAI-powered assistant that empowers businesses to create and summarise content. VISIT WEBSITE Appian is a global technology provider, delivering end-to-end process automation with RPA, AI, IDP and API integrations. Utilising the readily available APIs of this low-code platform, teams can create a series of connected digital business applications including customer management and marketing. VISIT WEBSITE Powered by Zoho Corporation, Zoho Analytics enables marketers to track all critical metrics in a single platform to enhance marketing outcomes. The company offers 75 pre-built data visualisation reports and dashboards on marketing performance for collaborative analysis. With its AI-powered assistant, marketers can generate automated insights, predict future trends, and configure smart alerts. VISIT WEBSITE Semrush is an online visibility management and content marketing SaaS platform, offering marketing analytics tools to global businesses. Its open-source analytical tools include Market Explorer and Traffic Analytics for understanding market trends and website traffic respectively. VISIT WEBSITE Nielsen is a global audience insights, data and analytics solution provider, helping marketers measure what people listen to and watch. It offers a comprehensive, AI-powered Nielsen Marketing Cloud platform with sub-products such as Audience Segments, Scarborough, and Advanced Audiences to understand audiences for different targeting initiatives. VISIT WEBSITE MoEngage is a full-stack marketing automation platform, offering consumer insights and analytics solutions for marketers to understand customer LTV. With MoEngage Analytics, they can measure user engagement, spot behavioural patterns, and act on retention to prevent app uninstalls. VISIT WEBSITE Microsoft Clarity is a behavioural analysis tool that helps marketers understand user interaction with their website. It supports features like Session recordings, Heatmaps, and ML insights in real time. Processing more than a petabyte of data from over 100 million users per month, Clarity accommodates limitless traffic for various marketing measurements at scale. VISIT WEBSITE Powered by AI-led insights, Merkle offers scalable marketing analytics and CX technology solutions, helping brands to optimise their campaigns. Some of its flagship solutions are Measurement & Media analytics, Consumer & Experience insights, and Product & Market intelligence. VISIT WEBSITE Hubspot offers marketing analytics and dashboard software, enabling businesses to make data-backed decisions for use cases, such as revenue generation, site analytics and detailed reporting. 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VISIT WEBSITE Adobe Experience Cloud offers Adobe Analytics and Adobe Target within its analytics tools solutions, enabling marketers to execute in-depth analysis of their customer data. Adobe Analytics allows the sales and marketing teams to mix, match, and analyse data from any digital point in the customer journey. VISIT WEBSITE Ahrefs features a suite of analytics tools under its Ahref Enterprise offering. It offers API and Looker Studio connectors, enabling marketing teams to elevate their SEO strategy with enterprise-grade and insights. Some of the criteria for its API endpoints include Backlinks, Organic & Paid Traffic, SERPs, Website health score and more. VISIT WEBSITE StackAdapt is a multi-channel programmatic advertising platform, enabling digital marketers to customise their strategy. It offers open and flexible DSP (Digital Signal Processing) capabilities for executing tailored ad campaigns. 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VISIT WEBSITE Magnite is an independent sell-side advertising technology provider, enabling publishers to monetise their content across all screens and formats. It offers Magnite Streaming, a singular supply-side platform that merges technology from the Magnite CTV and SpotX platforms. Utilising this functionality, marketers can identify their potential audiences to restructure their targeting strategies. VISIT WEBSITE IBM offers a comprehensive suite of Watson Advertising to agencies and marketers. With Watson Advertising's AI-powered assistant, advertisers can customise their advertisements, based on real-time ad results. It also supports functionalities of cookieless advertising, ad fraud management and brand safety measurements. VISIT WEBSITE Google features a comprehensive list of AI-powered Ad tools under its Google Ads offering. Some of its popular tools include Keywords Planner, Ads Editor, Reach Planner, Ads Mobile App, Insights Finder, Ads API, and Recommendations Page. Additionally, it offers Google AdMob to help businesses plan their in-app revenue generation strategy. VISIT WEBSITE Criteo is an all-in-one connected commerce media platform, enabling marketers and agencies to scale their digital and physical assets. Leveraging the capabilities of its AI-powered technology, brands can develop strategies for intent-based product recommendations, multi-prolonged accessibility, contextual advertising, and more. VISIT WEBSITE Basis Tecnologies (formerly known as Centro), is a programmatic advertising platform, offering ad management tools for search, social and site direct via a single interface. Its flagship products are Basis Assistant and Basis Automate+. Basis Assistant is a Chrome extension, connecting 20+ platforms and tools, and Basis Automate+ is a digital advertising automation tool for simplifying campaign process. VISIT WEBSITE AppsFlyer is a mobile attribution company, helping mobile advertisers to identify their ad network. It offers a measurement suite, giving app marketers full visibility into their customer journeys while preserving their privacy. Utilising its AI-powered Creative Optimisation platform, marketers can formulate their creative strategy. VISIT WEBSITE Adtriba is a cross-channel digital marketing management platform based on data-driven attribution modelling. Its solutions include Adtriba Triangulation, enabling advertisers to witness the integration of diverse measurement methods, such as Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA) and Incrementality Testing. VISIT WEBSITE Adobe Experience Cloud offers connected advertising solutions with its natively integrated Adobe Advertising platform. Its consultancy-based reporting options come with AI-powered optimisation features, helping advertisers analyse their ad performance via 200+ measurement metrics. Utilising its connected TV (CTV) and search, social, and commerce tools, marketers can optimise their customer acquisition strategy. VISIT WEBSITE specialises in Conversational AI, generating autonomous conversations that appear human-like. These conversations form the foundation of brand engagement. Their AI-powered, no-code Dynamic Automation Platform manages around two billion conversations from a multitude of channels in numerous languages. VISIT WEBSITE Sprinklr offers a comprehensive suite of 250+ AI-intent bot templates for various industry verticals to accelerate bot development. Its specialised AI and compliant rule engine enables marketers to modify and automate their promotional campaigns for better engagement via suggestion-based personalised bots. VISIT WEBSITE Meta's new class of generative AI features and creative tools allow users to create and share custom stickers or update the visual style of their photos with a simple text prompt. 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VISIT WEBSITE Qualtrics is an all-in-one customer experience solution provider, offering website & app feedback tools for organisations to collect customer feedback efficiently. Its digital experience analytics capabilities combined with DXA integrations, bring together verbal and behavioural data for in-depth analysis of user feedback. VISIT WEBSITE HubSpot is a one-stop marketing platform, providing customer feedback software under its Service Hub offerings. Its pre-built APIs include net promote score (NPS), customer effort score (CES), and customer satisfaction (CSAT) surveys, allowing marketers to strengthen their customer loyalty strategy. VISIT WEBSITE Medallia is a comprehensive platform, enabling marketers to capture feedback from all customer touch points. Some of its popular feedback management software capabilities include Sense360 for analysing consumer spending, Medallia Video to automatically extract meaningful insights from customer's feedbacks and Agile Research for creating branded surveys in real-time. VISIT WEBSITE Zeotap lets brands integrate, unify, segment and orchestrate customer data, fostering a cookieless future. It offers a 'Non-Customer Entity Data' feature that helps marketers to integrate both customer and non-customer entity data. VISIT WEBSITE Twilio provides, Twilio Segment, an AI-powered CDP, enabling marketers to streamline their personalised customer engagement journeys. It brings together clean, consented customer data for real-time insights with 450+ pre-built connectors. VISIT WEBSITE Syntasa provides data-ready CDP capabilities, equipping marketers with essential tools to prepare their customer data. It offers real-time sentiment analytics capabilities, helping enterprises derive behavioural insights from unified user profiles to foster hyper-personalised experiences. VISIT WEBSITE SAP is a company-wide customer data management platform, helping marketers improve engagement, conversion, and retention. It offers a genAI-powered data model, enabling enterprises to unify their B2B and B2C customers' profiles to reach their personalisation goals. VISIT WEBSITE Oracle is a global database management company, providing CDP solutions, under its flagship product: Oracle Unity. Its AI-powered models enable marketers to create hyper-personsalised campaigns with predictive insights by streamlining real-time customer data from heterogeneous sources. VISIT WEBSITE Growthloop is a composable CDP platform, allowing marketing and sales team to action their data at scale. It offers GrowthLoop Audience Builder, enabling marketers to initiate their lead generation functions. VISIT WEBSITE Adobe Experience Cloud offers a real-time CDP, letting users create high-value audience segments for B2C and B2B use cases across their marketing funnel. It follows a cookieless marketing approach to automatically unify customer data across various online and offline channels in real-time. VISIT WEBSITE ActionIQ is a composable CDP platform that offers audience segmentation, acquisition marketing, and Customer 360 capabilities. It integrates analytical tools, enabling marketers to collect and analyse their first-party customer data at scale. VISIT WEBSITE Zoho CRM leverages automation and comprehensive analytics to empower any sales team, fostering stronger customer loyalty. Ideal for both small businesses and enterprises, this software enables enhanced productivity and tailored solutions through predictive intelligence. VISIT WEBSITE Zendesk offers Zendesk Sell, an easy-to-deploy CRM platform that is simple to deploy and navigate, catering to businesses of any scale. Its mobile-friendly Sell app has the functionalities of geolocation, helping sales and marketing teams. Offering an all-in-one CRM platform, organisations can implement use cases like prospecting, engagement, lead generation and communication capabilities. VISIT WEBSITE SugarCRM is a global CRM software provider, helping marketing, sales, and service teams improve efficiency through automation, data, and intelligence in near real-time. It offers Sugar Market, an all-in-one marketing automation platform that helps marketers to automate their campaign with higher ROI. VISIT WEBSITE Salesforce is a one-stop sales and support CRM software that regularly updates customer records, tracks emails and calls, and creates organised support processes for quicker customer responses. Its simple and scalable infrastructure is ideal for businesses of all sizes. VISIT WEBSITE Pipedrive stands out with its emphasis on automation, tailorability, and seamless integration. Purposefully built to enhance the efficiency and productivity of sales professionals, this CRM solution has an intuitive setup and robust capabilities. It facilitates lead generation, comprehensive sales analytics, and seamless business expansion. VISIT WEBSITE Oracle NetSuite CRM, a component of Oracle's business software suite, is for all midsize and booming businesses that want a comprehensive, integrated CRM solution with ERP capabilities. Using it, customers and partners can directly interact with the platform, freeing the additional work load for their sales team. VISIT WEBSITE Microsoft Dynamics 365 Sales represents a robust cloud-based CRM solution brimming with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring and sentiment analysis. VISIT WEBSITE Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface. VISIT WEBSITE Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation. VISIT WEBSITE HubSpot's sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring. VISIT WEBSITE Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime. VISIT WEBSITE Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities. VISIT WEBSITE Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem. VISIT WEBSITE Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform. VISIT WEBSITE Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle. VISIT WEBSITE OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences. VISIT WEBSITE Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale. VISIT WEBSITE Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases. VISIT WEBSITE Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market. VISIT WEBSITE Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle. VISIT WEBSITE HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals. VISIT WEBSITE Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales. VISIT WEBSITE Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics. VISIT WEBSITE Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage. VISIT WEBSITE Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio. VISIT WEBSITE
Yahoo
24-04-2025
- Business
- Yahoo
EDO Launches Engaged Audience Planning, Empowering Brands, Agencies, Networks, and Streamers to Elevate Advanced Audiences and Outcomes-Based Planning for 2025 Upfronts Decisions
EDO announces interoperability with major audience planning tools, including Nielsen, VideoAmp, Kantar Media, and AI programmatic optimization solutions like DoubleVerify Scibids AI™ NEW YORK, April 24, 2025--(BUSINESS WIRE)--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. "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." "In integrating EDO's new capabilities into our Omni-enabled planning process, we can now incorporate consumer intent, enabling better efficiency and effectiveness for our clients," said Megan Pagiluca, Chief Product Officer, Omnicom Media Group. "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, 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." "Kantar Media views data interoperability as essential to a healthy advertising ecosystem and our TechEdge Audience Analytics software has always supported that as a core value proposition," said Nicole Gileadi, Chief Strategy Officer; MD, North America, Kantar Media. "We're excited to see EDO embrace this same approach with outcome measurement that is compatible with established tools and workflows." Engaged Audience Planning represents another key milestone in EDO's commitment to industry interoperability. Following the introduction of Engaged Impressions with Nielsen last year, EDO continues to evolve how buyers and sellers optimize for both impact and efficiency in Convergent TV advertising. For more information on EDO's Engaged Audience Planning, please visit About EDO EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO's TV intelligence to know what works. About DoubleVerify DoubleVerify ("DV") (NYSE: DV) is the industry's leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media. Learn more at View source version on Contacts Media contact KCSA for EDOedo@
Associated Press
23-04-2025
- Business
- Associated Press
EDO Launches Engaged Audience Planning, Empowering Brands, Agencies, Networks, and Streamers to Elevate Advanced Audiences and Outcomes-Based Planning for 2025 Upfronts Decisions
NEW YORK--(BUSINESS WIRE)--Apr 23, 2025-- 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. This press release features multimedia. View the full release here: Engaged Audience Planning to help convergent TV marketers optimize media plans for both reach and outcomes within their existing planning solutions. 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. '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.' 'In integrating EDO's new capabilities into our Omni-enabled planning process, we can now incorporate consumer intent, enabling better efficiency and effectiveness for our clients,' said Megan Pagiluca, Chief Product Officer, Omnicom Media Group. '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, 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.' 'Kantar Media views data interoperability as essential to a healthy advertising ecosystem and our TechEdge Audience Analytics software has always supported that as a core value proposition,' said Chief Strategy Officer; MD, North America, Kantar Media. 'We're excited to see EDO embrace this same approach with outcome measurement that is compatible with established tools and workflows.' Engaged Audience Planning represents another key milestone in EDO's commitment to industry interoperability. Following the introduction of Engaged Impressions with Nielsen last year, EDO continues to evolve how buyers and sellers optimize for both impact and efficiency in Convergent TV advertising. For more information on EDO's Engaged Audience Planning, please visit About EDO EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO's TV intelligence to know what works. About DoubleVerify DoubleVerify ('DV') (NYSE: DV) is the industry's leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media. Learn more at View source version on CONTACT: Media contact KCSA for EDO [email protected] KEYWORD: UNITED STATES NORTH AMERICA NEW YORK INDUSTRY KEYWORD: TV AND RADIO DATA MANAGEMENT TECHNOLOGY PROFESSIONAL SERVICES MARKETING ADVERTISING ENTERTAINMENT COMMUNICATIONS DATA ANALYTICS SOFTWARE ARTIFICIAL INTELLIGENCE SOURCE: EDO Copyright Business Wire 2025. PUB: 04/23/2025 09:38 AM/DISC: 04/23/2025 09:37 AM
Associated Press
10-02-2025
- Entertainment
- Associated Press
T-Mobile, RAM, Liquid Death Awarded Most Engaging Super Bowl LIX Ads
EDO, the TV outcomes company, today released its annual ranking of all national Super Bowl LIX ads, awarding brands like T-Mobile, RAM, and Liquid Death with the most engaging spots of the night. For a decade, EDO has scored every Super Bowl ad from pre-kick to post-game based on how effective each spot is at driving consumer behaviors — such as website visits and brand searches — immediately after the airing. 'This year's Super Bowl advertisers were more diverse than in years past, proving that relevance, authenticity, and differentiation continue to be the way to win on advertising's biggest stage,' said Kevin Krim, President & CEO of EDO. 'With a wide range of brand categories represented in our top 10, the results show that the investment was well worth it for products that aligned with consumer priorities. Beyond game-day impact, we will continue to see the lasting halo effect of Super Bowl ads, driving sustained engagement and business outcomes well past the final whistle.' MOST ENGAGING SUPER BOWL LIX ADS According to EDO's predictive TV outcomes data, the top 10 Super Bowl ads that drove the greatest consumer engagement include: T-Mobile Wireless, You're Connected: 12.6x as much engagement as the median Super Bowl LIX ad RAM, Drive Your Own Story ft. Glen Powell: 8.5x as much engagement Liquid Death, It's Safe for Work: 8.0x as much engagement Universal Pictures, First Dragon Ride: 7.8x as much engagement Hims & Hers, Sick of the System: 7.7x as much engagement He Gets Us, What is Greatness?: 6.8x as much engagement Cirkul, You Got Cirkul: 6.6x as much engagement Jeep, Freedom ft. Harrison Ford: 6.4x as much engagement Poppi, Soda Thoughts ft. Jake Shane, Alix Earle, Rob Rausch: 5.5x as much engagement Universal Pictures' Jurassic World Rebirth, A New Era: 5.0x as much engagement 'Consumer priorities may be evolving, but audiences continue to gravitate toward practicality and real-world utility over novelty,' said Laura Grover, SVP, Head of Client Solutions, EDO. 'This year's Super Bowl made that clear—practical tech outperformed generative AI, health-conscious messaging resonated more than ever, and in auto, a single brand dominated by seizing the lane left open by competitors. These trends reinforce that brands can win in the Big Game when they align with real consumer value while taking bold, strategic positions. The Super Bowl isn't just a branding exercise—it's one of the most powerful advertising moments of the year to move the needle on business performance.' BIG GAME TRENDS Super Bowl LIX may have been a blowout, but brands kept up the entertainment during ad breaks. Whether they were introducing game-changing new technologies, tugging at our heartstrings with inspiring stories, or offering new ways to stay healthy, advertisers left it all on the field to make an impact on our industry's biggest stage. Key ad trends from this year's Big Game lineup include: Viewers Choose Practical Tech Over GenAI: Whether they were advertising buzzy new products (like Google Pixel, OpenAI, Salesforce) or merely theorizing about them (Coca-Cola), ads featuring generative AI were less effective than the average Super Bowl ad at delivering consumer engagement. Instead, viewers were captivated by the very tangible offer of free, satellite-powered wireless service powered by Starlink and T-Mobile — an exciting partnership that drove greater engagement than any other Super Bowl LIX ad and 1,163% as much impact as the average spot. Health-Curious Ads Drive Massive Engagement: Throughout the night, consumers demonstrated a keen intent to be healthier, whether that meant losing weight with the new GLP-1 drugs offered by Hims & Hers or enjoying low-calorie drink choices from the likes of Poppi and Cirkul. Flavored sparkling and still water brand Liquid Death was the most impactful of the group, which was 704% more effective than the average Super Bowl LIX ad. Stellantis Claims Auto Spotlight After Rivals Back Out: Ads from auto brands are usually a Super Bowl staple, but they were conspicuously absent this year. With the spotlight all to themselves, Stellantis-owned brands Jeep and RAM triumphed. Both placed ads in our top 10 for TV outcomes, with RAM's Glen Powell-as-Goldilocks spot generating 748% more engagement than the average Super Bowl ad and Jeep's Harrison Ford-led ode to freedom outperforming the benchmark by 537%. Women's Empowerment Inspires Consumers to Act: A number of ads won the Big Game by celebrating women's empowerment, and consumers were responsive. Nike returned to the Super Bowl for the first time in 27 years with a who's who of women athletes and a voice-over from recent Grammy winner Doechii. Lay's told an inspiring story of a young girl farming potatoes for its chips. And Novartis shed light on the need for greater awareness of breast cancer. All three outperformed the average Super Bowl advertiser, led by Lay's ad, which was 33% more effective than the benchmark. EDO's complete performance ranking of Super Bowl LIX ads can be found at Learn how Super Bowl advertisers across categories stacked up against their competitors with EDO's Share of Engagement charts across Alcohol, CPG Food, Pharma, Restaurants, and 10+ other brand categories. How we rank the ads For the 10th consecutive year, EDO has scored every Big Game ad based on incremental online engagement for an advertised brand or product immediately following an individual ad's airing. Each Super Bowl ad performance is indexed to the median-performing in-game spot such that the median airing is indexed at 100. Data in this release is preliminary and subject to slight adjustments based on EDO's final Super Bowl analysis. About EDO, Inc. EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO's TV intelligence to know what works. SOURCE: EDO, Inc. Copyright Business Wire 2025. PUB: 02/10/2025 11:07 AM/DISC: 02/10/2025 11:07 AM
NBC News
07-02-2025
- Business
- NBC News
Even at $8 million per Super Bowl commercial, ad executives say it's still bang for your buck
Advertisers shelled out up to $8 million for a spot during Super Bowl 59. Ad industry executives still consider the price tag worth it, and argue it's even a bang for their buck. The NFL's championship game between the Philadelphia Eagles and Kansas City Chiefs will air this year on Fox Corp.'s broadcast network, as well as on Fox's free streamer Tubi. It'll likely be the biggest audience watching live television at the same time this year. 'The scale and buzz factor still delivers a punch,' said Amy Leifer, DirecTV's chief advertising sales officer. 'Where else can you get 100 million viewers at once, right? Especially in this fragmented landscape ... there's virtually few places you can go to get that type of scale.' Last year more than 123 million people tuned into the Super Bowl. The 2024 game racked up estimated ad revenue of about $550 million for in-game placements, according to GroupM, WPP's media investment group. While advertisers have been spending more on digital, social media and streaming platforms, traditional TV is still considered the most 'effective' form of advertising, meaning it has the biggest impact and results for brands due to the large audiences watching at once. The ad market for traditional TV programming has slowed down as the cable bundle bleeds customers. Still, media companies with rights to live sports — as well as news and other live programming like awards shows — are able to nab a bigger chunk of ad dollars than peers without sports. While it appears the ad market is stabilizing after a slowdown, networks and streamers with sports are sure to fare better than those without this year. Sports have taken over the conversation at the advertising industry's Upfronts presentations each spring, when media companies make their pitch to advertisers. Fox sold most of the ad inventory for this year's Super Bowl during its Upfront last spring, CNBC previously reported. The Super Bowl remains about three times as effective as the average primetime programming for advertisers, according to EDO, an advertising data company. The NFL's big game last year was 224% more effective than average primetime programming, the data firm said. EDO likened the audience and engagement that comes with a Super Bowl game to an advertiser buying hundreds of spots on primetime. Based on last year's Super Bowl audience, EDO equated one ad during the big game to roughly 450 spots during primetime programming in terms of viewer engagement. 'It's a fair and rational price based on our data, which is that this has been one of the most consistent performers over time,' said Kevin Krim, CEO of EDO. 'And there's room for the price to go up based on our data. But the important thing is, it matters a ton how a brand executes on their creative idea.' For instance, when brands launch a new product during a Super Bowl commercial, consumers continue to engage with the brand via online searches or app visits even after the Super Bowl ad first aired, said Krim. He noted three recent brand launches during Super Bowl commercials — automaker Kia launching the EV6 in 2022, and Reese's unveiling its Big Caramel Cup and Popeye's promoting its new wings in 2024 — which led to a lift in engagement for each brand when the ads aired thereafter. Even localized ads that are sold at a lower cost than national ads and only shown in certain markets experience a Super Bowl lift. Zeam, a hyperlocal streaming platform, aired a spot starring actor John Stamos in select markets last year. The app had 'millions of downloads' following the commercial, said Jack Perry, CEO of Zeam Media. 'It was good enough for us, and it's not cheap for us to buy those available spots. There's a very limited number of local spots during the game,' said Perry. Zeam will run another commercial with Stamos this year. The placement of a commercial during the game, sometimes as specific as what time during a certain quarter the ad is shown, can make a difference, too, according to Andre Banks, founder and CEO of NewWorld, an ad data firm. 'If a brand wants to drive high-impact results, they must align their spots with when their target audience is most engaged, not the spot that receives higher viewership,' said Banks. He noted a portion of the Super Bowl audience each year tunes in specifically for the Halftime show, which this year features rapper Kendrick Lamar, and then turns their attentions away once the moment passes. Banks also noted that social media plays a big role during the Super Bowl, with viewers turning to varying tech platforms during the game. Social media should be key for advertisers during the Super Bowl, too, he said. 'With so many viewers scrolling on social channels during the game, there's also a massive opportunity for brands to optimize for second-screen engagement,' Banks added. Ad spending on tech and social media platforms far eclipses traditional TV. GroupM estimates that ad revenue for 'pure-play digital,' which excludes digital extensions of media companies like streaming, will grow 10% to $813.3 billion globally in 2025. By comparison, TV ad spend is expected to grow nearly 2% to $169.1 billion. Media companies have even recently come together to launch an ad platform with the aim of taking back share from tech players. Some say brands' focus on spending big on the Super Bowl and the idea that traditional TV is the most effective form of advertising may lie in the past. 'I don't necessarily think when someone says it's still the most effective, that's what it is. I think what people are saying is it's the only place left where there is a really large, captive broadcast audience watching something,' said Shoshana Winter, CEO of Converge, a performance marketing agency. 'When it comes to this particular thing, we are holding on hard and fast.'
