Most Effective Department Store Convergent TV Advertisers as Back-to-School Shopping Begins

Department Stores’ streaming ads outperformed the category’s average Convergent TV performance by 14% in Q2 2024 

EDO, the TV outcomes company, released a report detailing the most effective Department Store advertisers across linear and streaming TV  in Q2 2024. The report also highlights the states, audience demographics, days, and dayparts that drove the greatest consumer engagement with Department Store ads. EDO measures ad effectiveness through behavioral signals like web searches and site visits, which are proven predictors of future sales.

In today's streaming-first landscape, where viewers control how and when they watch TV, outcomes measurement has become an essential indicator of ad performance. EDO’s syndicated data delivers real-time insight across national Convergent TV ads, enabling modern marketers to quickly and easily understand the environments, dayparts, and programs in which their ads are most effective.

“With a short window to engage consumers during the pivotal back-to-school season, retailers need to know whether their ads are making an impact, and they need to know while there’s still time to adjust their campaigns,” said Laura Grover, EDO’s SVP, Head of Client Solutions. “By measuring and optimizing for predictive outcomes like brand searches and website visits, Department Store brands can put themselves in the best possible position to generate a strong return on investment from their high-volume back-to-school campaigns.”

Key insights from EDO’s Department Stores Convergent TV Outcomes Report include: 

• Walmart, Target, and Old Navy are the category’s most effective Convergent TV advertisers. Consumers were 144% more likely to engage with Walmart’s linear and streaming TV ads than the category average. Target and Old Navy rounded out the top three.

• States where linear and streaming TV viewers are most engaged with Department Store ads. TV viewers in Nebraska (+50%), Utah (+35%), and Ohio (+21%) were the most likely to engage with Convergent TV Department Store ads, as compared to the average US state. Meanwhile, Wyoming (-64%), New Mexico (-46%), and North Dakota (-46%) were the states where TV viewers were the least engaged.

• Demographics that are most and least likely to engage with Convergent TV Department Store ads. Category ads were most effective with Women aged 55-64 (+72% more likely to engage than the average demographic), Women aged 65+ (+27%), and Men aged 18-24 (+22%).
• The days and dayparts that were most and least likely to generate consumer interest. Thursday was the most effective day for Department Store ads in Q2, with spots 5% more likely to generate engagement than the category average. And while primetime is typically the most effective daypart for advertisers, early fringe (+15% more likely to generate engagement than the category average), afternoon daytime (+14%), and morning daytime (+11%) were the most effective dayparts for Department Store ads.
  
  

EDO’s report is powered by Ad EnGage Convergent, the company’s cross-screen outcomes measurement solution for holistic linear and streaming TV ad performance. EDO launched the platform in 2021 to deliver household-level measurement and enable advertisers to maximize campaign ROI.

Read the report to know what works for Department Store advertisers, and optimize your planned or in-flight Convergent TV ad campaign with EDO.