EDO, the TV outcomes company, has launched Engaged Audience Planning, a new solution designed to help convergent TV marketers optimize their media plans for both reach and outcomes. This automated, scalable offering enables advertisers to test various investment scenarios and fine-tune their strategies before committing to a final media plan. The launch is especially timely for those navigating the uncertainty of cross-platform Upfront negotiations.

Pointers:

1. Streamlining TV Media Planning with AI

• Engaged Audience Planning leverages vertical AI to analyze ad-driven consumer behaviors like brand searches and website visits across linear and streaming TV.

• This solution enables advertisers to optimize media plans for maximum engagement and ROI without the need for manual adjustments, saving time and resources.

2. Powerful Outcomes with Predictive Data

• By measuring over 110 trillion cross-platform impressions since 2015, EDO provides actionable insights into how TV ads drive consumer engagement across platforms.

• A recent case study demonstrated that combining predictive outcomes with audience optimization generated a 3x greater lift in ad-driven engagement compared to traditional media plans.

3. Compatibility with Major Audience Planning Tools

• Engaged Audience Planning is compatible with all major audience planning tools, including Nielsen, VideoAmp, and Kantar Media.

• It also works seamlessly with programmatic optimization solutions like DoubleVerify Scibids AI™, offering advertisers a unified experience that fits into their existing workflows.

4. Empowering Advertisers to Optimize for Both Reach and Results

• EDO’s solution allows advertisers to set audience targets, define their desired spend, and evaluate the trade-offs necessary to maximize ROI from their convergent TV strategies.

• According to Kevin Krim, CEO of EDO, the goal is to empower advertisers to drive both brand and demand goals by aligning outcome measurement with their chosen audience strategies.

5. Industry Impact and Testimonials

• Megan Pagiluca, Chief Product Officer at Omnicom Media Group, emphasized how integrating EDO’s capabilities into their planning process improves efficiency and effectiveness for clients.

• Mark Zagorski, CEO of DoubleVerify, noted that integrating Scibids AI with Engaged Audience Planning allows brands to optimize programmatic CTV campaigns, resulting in stronger engagement and measurable outcomes.

6. The Future of TV Advertising

• Nicole Gileadi, Chief Strategy Officer at Kantar Media, praised EDO’s focus on data interoperability and how their approach aligns with Kantar’s audience analytics software.

• EDO’s ongoing commitment to interoperability and outcome measurement ensures that both buyers and sellers can optimize impact and efficiency in convergent TV advertising.

EDO’s Engaged Audience Planning is a game-changer for TV advertisers looking to optimize their media investments for both reach and results. By combining AI-driven insights with data interoperability, EDO is helping brands improve ad-driven engagement, resulting in greater ROI across linear and streaming TV. With its seamless integration into existing planning workflows, this solution is poised to redefine the future of convergent TV advertising.