EDO

While some advertisers hyper focus on audience targeting, modern marketers at brands and agencies have discovered that where and how ads appear matters just as much – if not more – in the CTV era. Beet.TV's exclusive leadership series, presented by EDO, reveals how top media executives from The Hershey Company, Unilever, Havas Media Network and Digitas North America are reimagining creative strategy: - Prioritizing contextual environments over raw reach - Targeting distinct "microcultures" within geographic regions - Using interactive formats unique to streaming CTV platforms - Tapping AI to accelerate creative testing and optimization Hershey's VP Vinny Rinaldi cuts to the heart of it: "At the end of the day, the content is the most important part, because it's the consumer experience on the other side." Ready to revamp your creative strategy? Explore the full interview series: https://lnkd.in/eVqfpNH7

New Balance laced up for the playoffs & it paid off 🏀 A 15-second spot from the brand’s "We Got Now" ad campaign, starring Jamal Murray, Kawhi Leonard, Tyrese Maxey, Cameron Brink, and Cooper Flagg, ran during the National Basketball Association (NBA) Playoffs and was 183% more effective than the average Shoes ad last week. Star power and smart timing are always a winning combo.

On April 2, the U.S. announced a wave of new tariffs targeting key global trade partners. Advertisers have been adjusting to this new reality ever since. So how are consumers responding? EDO analyzed behavioral engagement with TV ads in the month before and after the announcement, tracking shifts in search and site visits across tariff-impacted categories. Here’s what we found: 🚗 Automotive: Brands reduced estimated ad spend, but engagement stayed steady — even as inventory challenges loom. 🧊 Appliances: Spend dropped an estimated 30%, but ad engagement surged. Kitchen appliances, in particular, jumped +214%. 👟 Fashion: Apparel saw higher ad spend but flat engagement, while footwear spend declined — yet engagement still grew. 🏬 Retail: Brick-and-mortar brands outperformed online-only retailers, signaling urgency and value still resonate. As the market shifts in real time, outcome-based signals help brands adjust with clarity — not guesswork. 📥 Full breakdown in the blog (link in comments).

In our latest research announced today analyzing syndicated TV outcomes data for McDonald's, Burger King, The Wendy's Company, SONIC Drive-In, and Carl’s Jr., we found that impression quality is 6x more impactful than impression volume for QSR brands. 📈 Brands that optimize for engagement can see up to 2x more web traffic — without increasing spend  📊 TV also boosts digital performance for QSR brands: • +82% lift from display • +62% from social • +27% from referrals 🔗To read more on the research: https://lnkd.in/e_hTyvTZ  📥 To download the full white paper: https://lnkd.in/ehbr8NEe

Book the highest ROI meeting of your Cannes trip. ✈️ The EDO team will be on la Croisette sharing the latest in Convergent TV intelligence — from outcome-based planning to investment-grade media insights. We’re also hosting a few exclusive events (and maybe something a little daring). Team members heading to Cannes are tagged in the comments ⬇️ 📅 Book a meeting: https://lnkd.in/eapNRvSt

The Convergent TV world is flattening.   People asked me for an overall takeaway from the Upfronts last week. That was my answer. Every major player at the 2025 Upfronts showed up with similar strengths: engaging live sports and events, premium original programming, and advanced ad tech. Sure, each company still has its unique strengths. But advertisers can find the essentials across the board. So, how do you decide where to invest? Then, how much should you be willing to pay? In a flattening landscape, outcomes are the true differentiator — and the most important metric for deciding where to allocate your spend and what’s the fair price to pay. I break it all down in my latest editorial: 👉 Upfronts 2025: In the Flattening World of Convergent TV, Outcomes Are the Real Differentiator

The biggest theme that emerged from this week’s National Retail Federation and Affinity Solutions "Attention to Retail" event: Advertisers are rallying around outcome-driven measurement like never before. EDO’s Charlie Weiss hit the mark in a panel on metrics that matter. In a streaming-first world, modern marketers need to drive new customers into the funnel and prove incremental sales impact across channels. That means pushing beyond reach and frequency into comprehensive, syndicated, and contextualized performance benchmarks. Clean rooms, AI, privacy-safe matching — they’re all critical tools. But none of it matters if we’re not speaking the same language across platforms, walled gardens, and silos. Thanks to Damian Garbaccio and Dewi Paulino for inviting us!

Pandora began Mother’s Day celebrations a month early this year 🎁 The handcrafted jewelry company dropped this black-and-white ad featuring some pretty adorable kiddos in early April — and it paid off. It was 132% more effective than the average Jewelry & Watches ad last week.

🏈 Live sports will dominate the 2025 Upfronts — and the NFL is still the main event. EDO’s new NFL TV Outcomes Report breaks down why. One regular-season NFL ad drove the same engagement as 23 average TV ads. During the Super Bowl? That multiplier hit 1,056x. A few standout takeaways from the 2024–25 season: 📺 Streaming-exclusive games outperformed broadcast by 66% 🍔 Restaurant ads were 69% more effective on NFL than other TV 🏎️ Top brands included Polestar, Taco Bell, SoFi, and Smirnoff If you're finalizing your fall media plan this Upfronts season, make sure you're measuring what actually drives results. 📥 Download the full report: https://lnkd.in/ekan9vVw

For all that’s changed in the convergent TV ad world, live must-see moments continue to reign supreme — watching the Upfronts with thousands of my closest industry friends is no exception.  On Day 1 of the 2025 TV Upfronts, the first three presenters made clear that brands will have a bevy of opportunities to tap into what makes TV special: the indelible, live moments that change the culture and move consumers closer to purchase. Read my first dispatch for what else stood out to me from our partners at NBCU, FOX, and Amazon.