Edo's latest tool, Engaged Audience Planning, empowers marketers to refine their media investment strategies using extensive engagement data, addressing challenges in the fragmented media landscape. This tool analyzes consumer behavior linked to ads across both linear and streaming TV, and is compatible with existing audience planning solutions from Nielsen, VideoAmp, and Kantar Media. During trials, advertisers experienced a significant increase in engagement through enhanced predictive analysis and audience optimization, indicating a streamlined approach to media planning ahead of the competitive Upfronts season.
Edo's new Engaged Audience Planning tool helps advertisers optimize media outreach with third-party audience planning tools, analyzing ad-driven consumer behavior across linear and streaming TV.
In a testing phase, an advertiser using Edo's data combined predictive outcomes with audience optimization, resulting in a three-times greater lift in ad-driven engagement.
The new tool is designed to help marketers navigate cross-platform negotiations at the Upfronts, reflecting the growing importance of interoperability in marketing data.
Edo's offering expands its data library of over 110 trillion cross-platform impressions, aiming to streamline the ad planning process and enhance efficiency.
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