EDO’s Joshua Lee on Data-Driven TV Outcomes

1. What does the setup and onboarding process look like for advertisers using Engaged Audience Planning for the first time?

Media planning today is complicated enough, so we’ve made onboarding to Engaged Audience Planning as easy as possible. This process doesn’t require a new workflow or integration; we align with advertisers’ existing planning tools, like those from Nielsen, Kantar Media, or VideoAmp. Clients can see which scenarios offer the best combination of reach, engagement, and cost efficiency — all before a dollar is spent.

Advertisers simply share their existing media plans — including scenarios and metrics like GRPs or CPMs — with EDO. From there, our team maps the plans to EDO’s cross-platform TV outcomes data, calculating engagement rates and outcome efficiency for each scenario. This provides a clear, side-by-side comparison that illustrates how different investment scenarios can result in various combinations of audience impressions and outcomes.

2. EDO has measured over 110 trillion cross-platform impressions — how does this dataset power the predictive models behind the solution?

EDO’s dataset spans every major linear network and a growing number of streamers, enabling us to model how different audiences respond to ads. Our predictive models analyze ad-driven behaviors, such as brand search, website visitation, and LLM chat engagements, which are proven indicators of consumer intent. Using vertical AI to analyze engagement across trillions of impressions and hundreds of industries, we surface meaningful patterns that predict future performance by program, daypart, genre, and more. This enables us to forecast engagement outcomes at scale and optimize our approach toward them before campaigns even begin.

3. Can advertisers using other platforms (e.g. Adobe, etc.) also integrate EDO’s data for unified planning?

Whether it’s Engaged Audience Planning or any other product in our suite, EDO data is designed to be interoperable. Whether a brand is using Nielsen, VideoAmp, Kantar, or agency planning tools from Dentsu, GroupM, or IPG, EDO’s outcome data can be layered onto existing plans with no disruption. We’ve structured Engaged Audience Planning to work flexibly within the tools clients already rely on, often using exported files to match and model engagement outcomes. There’s no need for a formal integration or technical relationship to get started.

4.  In what ways does Engaged Audience Planning support both brand awareness and performance marketing objectives simultaneously?

Traditional audience planning often forces a trade-off between brand reach and performance. With EDO’s data, advertisers no longer have to choose. Our solution helps brands identify plans that deliver both strong audience reach and measurable outcomes. That means marketers can optimize their investments for mid- and upper-funnel KPIs in tandem — a growing priority in convergent TV, where brand and demand goals increasingly overlap.

5. How do you see this tool fitting into or enhancing existing audience segmentation strategies used by brands?

Audience segmentation is essential, but advertisers don’t see the full picture unless they also know how viewers in each audience segment engage with the ads they see. By pairing outcome data with audience targets, EDO adds a crucial layer of intent to segmentation strategies, enabling advertisers to define their audiences and test which environments actually drive those segments to take action. This enables more effective media planning, where audiences are prioritized on both relevance and predicted performance.

6. What message would you give to brands still hesitant to fully embrace data-driven, outcome-optimized planning in a convergent TV world?

The media landscape is only getting more fragmented, and guesswork simply won’t cut it. Brands that embrace outcome-based planning gain a competitive edge — not just in efficiency, but in clarity. EDO helps advertisers make more confident decisions by connecting plans to real consumer behavior. If you’re still relying on audience reach alone, you may be missing the plans that deliver better results for the same or lower cost.

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