"Measures TV ad effectiveness and audience engagement."
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Updated 3 Days Ago
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3 Advocates
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2 Verified Clients
Nutshell
EDO predicts and measures TV ad impact across streaming and linear platforms. It captures real-time behavioral data to show when viewers shift from passive to active engagement. This helps advertisers optimize campaigns effectively. EDO's data integrates seamlessly with major ad planning tools, enhancing bid strategies and audience targeting.
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EDO's Website Claims...
A summary of the claims made on EDO's website as noticed by our bot, Vinny.
predictive metrics enhancement
EDO claims that its predictive metrics enhance bidding on major platforms, offering deep insights and interoperable, pixel-based measurement.
convergent TV optimization
EDO claims that its data integrates with major platforms like Nielsen to optimize Convergent TV planning and unlocks more value for media buyers.
real-time competitive insights
EDO claims that its syndicated data provides real-time competitive insights, outperforming typical delayed data to understand competitor performance.
Case Studies
Creative quality triples impact over ad frequency.
3x
Impact of quality over frequency
8x
Effectiveness for online conversions
Situation
Reevaluating Media Weight Assumptions
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Analysis challenges high-frequency ad assumptions.
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Creative impact outperforms traditional focus on media weight.
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Industry's need for insightful ad spend data.
EDO and Affinity Solutions analyzed the effectiveness of TV advertising for Quick-Service Restaurants (QSRs), revealing that creative quality significantly outperformed ad frequency in driving real-world sales. The market was saturated with assumptions valuing media weight and frequency, especially during live sports events, leading brands to potentially inflate ad spends without fully understanding the returns. Traditionally, QSRs invested heavily in frequency-driven campaigns, yet often lacked clarity on what truly influenced consumer actions. The industry needed fresh insights to determine optimal strategies, challenging the status quo of repetitive, high-frequency media buys. This demanded a study that could leverage advanced data analytics, bridging ad engagement with consumer purchase data, providing badly needed direction to QSR marketers.
Task
Linking Ad Engagement to Sales
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Evaluating ad creative versus frequency efficacy.
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Strategic data integration for deeper insights.
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Targeting budget efficiency through measurable outcomes.
EDO and Affinity Solutions embarked on a mission to quantify the impact of creative quality versus ad frequency for QSR TV advertising. Their task involved critically analyzing how different creative strategies influenced both in-store and online sales. By combining EDO’s extensive TV outcomes data with Affinity’s Fansactions™ consumer purchase insights, they aimed to draw concrete conclusions on the most effective advertising tactics. The main goal was to unravel the complex dynamics between creative execution and concrete sales outcomes, providing QSR brands with the clarity needed to enhance media spend efficiency. These findings were intended to guide the strategic allocation of advertising budgets, emphasizing creative quality, geographic targeting, and strategic live sports placements, helping advertisers see past traditional limitations.
Action
Data-Driven Media Strategy Shift
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Analysis of 126M ad airings and 86B transactions.
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Enhanced strategies: prioritize creative over frequency.
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Invest in strategic sports placements for better ROI.
To provide actionable insights, EDO and Affinity Solutions leveraged data from 126 million linear TV ad airings linked to 86 billion consumer transactions. They meticulously analyzed the interactions between creative strategies and consumer engagement metrics. The research recommended QSR advertisers focus on creative quality, which triples the impact on in-store sales and is nearly eight times more effective for online conversions than ad frequency. Moreover, the study highlighted Limited Time Offers' superior online performance, urging brands to refine their strategies accordingly. The research emphasized the need for efficient CPM management and exploring underutilized sports slots to maximize ROI, presenting a compelling case for real-time insights driving optimal investment choices.
Result
Triple Sales Impact Achieved
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In-store sales tripled by improved creative focus.
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Roadmap for QSRs to enhance ad returns.
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Validation for quality-focused media strategies over frequency.
The integration of EDO's and Affinity Solutions’ data successfully provided Quick-Service Restaurants with a clear path to enhanced ad ROI. By emphasizing creative quality over frequency, QSR brands were equipped to make informed decisions, tripling their in-store sales impact. The study laid out compelling evidence that stretched beyond speculation, showcasing that strategic creative use and optimized media planning are pivotal for tangible sales outcomes. The research provided QSR marketers a detailed roadmap for outperforming competition by harnessing effective ad strategies, and highlighted the untapped potential in live sports placements. The findings encouraged a shift towards quality-focused strategies, offering a replicable model that could transform industry advertising norms.
Keywords
QSR TV ADVERTISING
CREATIVE QUALITY IMPACT
IN-STORE SALES INCREASE
STRATEGIC AD PLACEMENTS
EDO AFFINITY SOLUTIONS
EFFECTIVE MEDIA STRATEGIES
ROI ENHANCEMENT
CONSUMER PURCHASE INSIGHTS
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