NEW YORK, Nov. 13, 2019 /PRNewswire/ -- EDO Inc., the
data, measurement and analytics company, today announced a new
partnership with Toyota, the global leader in automotive
manufacturing and sales, to improve TV advertising campaign
performance. The partnership will allow EDO, Toyota, and
Toyota's advertising agencies to better understand customer
behavioral response to creative messaging and media targeting and
provide real-time insights, as well as competitive
intelligence.
EDO analyzes each ad aired on every national linear TV network,
24 hours, 7 days a week, measuring minute-by-minute changes in
anonymous, aggregated online search actions to understand consumer
intent on a granular level. This partnership showcases Toyota as a
continued technology leader and an innovator utilizing advanced
data science to drive evolution in the automotive marketing
space.
"Toyota has a long history of marketing innovation and
automotive is an anchor category for TV advertising and for EDO.
Toyota's core value of continuous improvement matches perfectly
EDO's focus on dynamic, data science-powered optimization," said
Kevin Krim, President and CEO of
EDO. "EDO has shown that Search Engagement can be one of the
strongest indicators of consumer purchase intent, and Toyota has
seen firsthand the value of advanced TV analytics that can optimize
advertising campaigns to more effectively drive consumer
engagement. We look forward to helping Toyota continue its
reputation as an automotive pioneer."
The official partnership extends from a Toyota-EDO pilot project
that evaluated the company's ad performance during and after Super
Bowl LIII. EDO ran in-depth analysis of all Super Bowl advertising
and found Toyota garnered the highest percentage of brand-related
online search activity of all advertisers, thanks to the return of
the all-new 2020 Toyota GR Supra featured in the spot
"Wizard."
Another immediate informational win for the Toyota-EDO pilot
project was the debut of Toyota's "Home for the Holidays" spot
during the annual Rockefeller Center Christmas tree lighting. EDO
analysis revealed that Toyota's 90-second holiday spot achieved the
highest volume of automotive-related searches that week – three
times that of the any other automotive brand. This type of data
provides Toyota with unprecedented actionable insights to build on
their creative ideas and optimize their campaigns in real-time.
"Toyota is always looking for innovative marketing solutions,"
said Vinay Shahani, Vice President
of Integrated Marketing Operations at Toyota Motor North America.
"EDO has developed a platform that delivers a new, granular form of
TV measurement that makes TV advertising as dynamic and actionable
as digital. Through our partnership, we better understand consumer
behavior and the value and impact of our campaign investments,
helping us make more informed advertising decisions."
EDO harnesses big data without needing any personally
identifiable information to deliver innovative and accurate
insights about the effectiveness of TV advertising.
About EDO
EDO is a data, measurement and analytics company that powers the
success of marketing, research and creative professionals. The
company is an innovative leader in applying world-class data
science and unique behavioral metrics to help its clients –
marketers, TV networks and movie studios – generate greater value
from their creative efforts and media investments. EDO is
headquartered in Los Angeles and
New York City. To learn more about
EDO, please visit: https://www.edo.com/
About Toyota
Toyota (NYSE: TM) has been a part of the cultural fabric in the
U.S. and North America for more
than 60 years and is committed to advancing sustainable,
next-generation mobility through its Toyota and Lexus brands.
During that time, Toyota has created a tremendous value chain as
its teams have contributed to world-class design, engineering and
assembly of more than 38 million cars and trucks in North America, where it has 14 manufacturing
plants, 15 including its joint venture in Alabama (10 in the U.S.), and directly employs
more than 47,000 people (more than 36,000 in the U.S.). Toyota's
1,800 North American dealerships (nearly 1,500 in the U.S.) sold
2.8 million cars and trucks (2.4 million in the U.S.) in 2018.
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SOURCE EDO