Outcomes at Scale: How Paramount and EDO are Transforming Cross-Platform Measurement

Paramount Advertising EVP Travis Scoles recently sat down with EDO CEO Kevin Krim to discuss a groundbreaking partnership in TV ad measurement. 

Since announcing their collaboration last May, Paramount and EDO have been pioneering cross-platform, outcomes-based measurement for thousands of ad campaigns across Paramount’s entire portfolio. By bringing mid-funnel engagement metrics to premium video, TV advertisers can better understand the value and impact of each ad spot. Plus, these insights are provided to all clients who make national linear or digital video buys — at no additional cost.

In this episode of "Inside the Peak," Paramount’s new interview series showcasing conversations between Paramount Advertising executives and their innovative media partners, Krim highlights how outcomes-based marketing is already driving results. In one recent case study, when a marketer combined audience and outcomes into a single plan, the team saw 3.8x greater lift in consumer behaviors (e.g. branded searches, site visits) compared to traditional audience-only media plans.

Watch the video below and read a quick summary of key insights below.

Outcomes are a necessary complement to reach metrics. While audience and demographic information remains valuable, consumer behaviors provide essential context for measuring TV campaign effectiveness. As Krim explains, "We're not buying demographics anymore. We're buying target audiences that are some combination of demographic, psychographic, and behavioral profiles."

Mid-funnel behavior predicts sales. EDO's nine years of TV ad data show that mid-funnel metrics like brand searches and website visits are powerful indicators of future sales. These behaviors "are the precursors to eventual sales, but are immediate and plentiful as data points," providing marketers with faster insights than waiting for final conversion data.

Cross-platform measurement requires massive scale. The fragmentation of viewership has created unprecedented data challenges, with Krim noting that EDO now "deal[s] in petabytes of data" and "hundreds of millions of airings measured" to provide a complete view across platforms.

Paramount's industry-first approach. When Paramount approached EDO about implementing outcomes measurement across their entire business instead of starting with a pilot, it pushed the measurement company to innovate, including a custom taxonomy with over 70,000 nodes mapped to its diverse content ecosystem.

AI-driven models are essential. The combination of audience, media, and creative data creates complexity "too much for any human to handle," making AI-driven models critical for extracting actionable insights from massive datasets.

To learn more about this industry-first partnership between Paramount and EDO, read our partnership announcement or contact our team to discover how these insights can drive results for your brand.