EDO Names Most Effective TV Creatives of 2024 So Far: Ads From Ciroc, T-Mobile, Buffalo Wild Wings Among Winners
July 02 2024 - 8:45AM
Business Wire
The TV outcomes company assessed ad performance
across 15 industries such as Automotive, CPG, Restaurants, and
Pharma Rx to highlight consumer engagement trends driving TV ad
effectiveness
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.
Benchmarked against each category’s average ad performance in
H1 2024, the most effective ad in each category so
far this year is:
- Alcohol: Ciroc’s Lemons :30 was 271% more effective than
the average Alcohol creative.
- Apparel: Oofos’s Not a Shoe :30 was 277% more effective
than average Apparel creative.
- Automotive (Luxury): Lexus’s Escape Room :30 was 388%
more effective than the average Luxury Automotive creative.
- Automotive (Non-Luxury): Ford’s Living Legacies (Black
History Month) :15 was 140% more effective than the average
Non-luxury Automotive creative.
- Banking & Finance: Intuit Credit Karma’s Airport :15
was 608% more effective than the average Banking & Finance
creative.
- Cable, Satellite, & Internet: T-Mobile Internet’s
Pricelock Guarantee ft. Zach Braff & Donald Faison :15 was 116%
more effective than the average Cable, Satellite, & Internet
creative.
- Casual Dining Restaurants: Buffalo Wild Wings’s Pool
Party :15 was 86% more effective than the average Casual Dining
creative.
- CPG Food & Beverage: Magic Spoon’s Tastiest
Revolution :15 was 1,633% more effective than the average CPG Food
& Beverage creative.
- CPG Health & Beauty: Golo’s Put Dieting Behind You
:30 was 1,274% more effective than the average CPG Health &
Beauty creative.
- Insurance: The Hagerty Group’s Ouch :30 was 530% more
effective than the average Insurance creative.
- Online Sports Betting: FanDuel’s Take Me Out :30 was
340% more effective than the average Online Sports Betting
creative.
- Pharma Rx: Omnipod’s Bath Time and Pizza :15 was 459%
more effective than the average Pharma Rx creative.
- Post-paid Wireless: AT&T Wireless’s Boxy Boys :30,
featuring Carmelo Anthony, Kendrick Perkins, and TJ Ford, was 237%
more effective than the average Post-paid Wireless creative.
- QSR Restaurants: Long John Silver’s was 294% more
effective than the QSR Restaurant average.
- Travel: Three Forks Ranch’s Luxury & Adventure :30
was 1,060% more effective then the average Travel creative.
“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.
How EDO Supports Marketers With In-Flight TV Ad
Measurement
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 billions of additional
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.
About EDO, Inc.
EDO, Inc. is the TV outcomes company — a leading platform
measuring predictive behaviors driven by Convergent TV advertising.
By combining real-time engagement signals with world-class decision
science, EDO data maximizes creative and media performance. We work
with modern marketers at leading brands, TV networks, entertainment
studios, and ad agencies. EDO's investment-grade data aligns
advertising investments to business results — with detailed
competitive, category, historical, and predictive intelligence. For
industry intel, success stories, and top ads, visit EDO.com.
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KCSA for EDO edo@kcsa.com