EDO, the TV outcomes company, today named the most effective TV ads in the first half of 2024 across 15 industries such as Automotive, CPG, Restaurants, and Pharma Rx. EDO’s rankings celebrate the creatives most likely to drive consumers to engage with a brand online after seeing that brand’s TV ads, as measured by outcomes such as search activity, website visits, and app downloads.
In a streaming-first world fragmented by how and when consumers watch TV, outcomes have emerged as an accurate, timely, and essential measure of ad performance. EDO’s syndicated data deliver 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.
“The most engaging ads of H1 utilized a range of creative tactics to pique consumer interest — including bright, punchy colors, laugh-out-loud comedy, and musical cues from diverse artists like Aretha Franklin and Charli XCX,” said Laura Grover, SVP, Head of Client Solutions at EDO. “What they all have in common is an ability to inspire viewers to take action in the minutes after the ads aired — a proven predictor of the future sales that will grow their businesses.”
EDO’s complete creative rankings feature the top three ads in each category, highlighting the consumer engagement trends driving TV ad effectiveness.
As advertisers balance creative ROI with growing production costs, in-flight creative measurement tools such as EDO’s Creative Rotation Optimization have become increasingly popular among modern marketers. The company’s real-time engagement signals help answer pressing questions around optimizing airing weights, on-air creative volume, and creative retirement.
Crucial to this offering is EDO’s recently expanded CreativeCatalog, which will now detect an additional 3.5 billion streaming-only creatives per month. EDO’s proprietary creative library enhances its leading streaming intelligence and measurement solutions, which enables competitive cross-platform insights and comparisons between streaming and linear ad performance — all while campaigns are still in flight.