The partnership will highlight the value of BET’s premium content across ad supported platforms, including VH1 and BETHer as well as tentpole events like the upcoming BET Hip Hop Awards
BET has announced a new partnership with EDO to measure the efficacy of ads across its content portfolio. With EDO’s predictive behavioral measurement, BET will highlight the performance of its premium content and underscore the value of the Black audience for marketers and agencies.
"In the dynamic landscape of content consumption and the impact it is having on our industry, BET is reinforcing our position as a best-in-class provider of successful outcomes and ROI for our advertising partners, and our measurement agreement with EDO enables us to do just that,” said Louis Carr, President of Media Sales, BET Media Group. “By showcasing viewer engagement levels and matching content/commercial consumption with online search behavior, we’re able to unlock incremental value for BET’s advertising partners that seek to measure the impact of their investments beyond traditional metrics.”
BET piloted EDO data last year, measuring ad efficacy of the 2022 BET Awards and 2022 Hip Hop Awards. Since then, the partnership has expanded to cover the BET Media Group’s entire linear lineup, including VH1 and BETHer. EDO will continue to measure BET’s tentpole events, including the upcoming BET Hip Hop Awards 2023, set to air on October 10.
Insights already uncovered from the collaboration include BET’s most engaging programs in Q1 2023. The Neighborhood, Celebrity Family Feud, and Carl Weber's The Family Business were 22%, 19% and 11% more likely to drive consumer engagement on a per-person, per-second basis, as compared to the primetime cable average, respectively. EDO also found that consumers were 11% more likely to engage with an ad during BET Awards 2023 compared to the average primetime ad airing.
"Outcomes measurement based on scaled and granular behavioral data empowers brands like BET to validate the effectiveness of its premium programming and audiences," said Kevin Krim, President & CEO, EDO. "Through our partnership, BET will be able to drive even greater impact for advertisers and demonstrate the value of its highly engaged audiences, using reliable, real-time metrics that predict business performance."
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