Discovery selects EDO as behavioural measurement partner
April 6, 2022
Discovery and EDO, the data, measurement and analytics company, have announced a partnership that they say will “employ the core competencies of both organisations to emphasise the power of TV advertising in achieving clients’ business objectives”.
By utilising EDO’s Ad EnGage offering, Discovery can measure consumer interest and intent with proprietary data measurement tools that focus on search activity following a TV advertisement. The data will be leveraged during the 2022/23 Upfront season across Discovery’s portfolio of brands.
“Offering clients reliable and predictive behavioural measurement data is the linchpin of Discovery’s advanced advertising solutions, and this partnership with EDO allows us to build upon that and emphasise our influence on consumer habits,” said Jon Steinlauf, Chief US Ad Sales Officer, Discovery. “EDO is a trusted and strategic data insights partner offering solutions that will supplement Discovery’s already impressive measurement toolkit that provides clients with an unmatched ability to understand their audience.”
“The era of single-currency television advertising is over and marketers must now use multiple premium video currencies to determine the effectiveness and value of their ads,” said Kevin Krim, President and CEO, EDO. “By leveraging our actionable data and insights during the 2022 upfronts, Discovery is in a great position to create optimised plans and drive impact for their advertisers across the rich and diverse Discovery programming portfolio.”
Discovery will also use EDO data to showcase the value of its Discovery Premiere sales package, which enables brands to exclusively advertise in a curated mix of premiere episodes.
Additionally, EDO’s always on, real-time and fully syndicated behavioural data set will provide key performance measures of branded short-form custom content, sponsorships and integrations across Discovery’s networks.