EDO Names Walmart, Target, Old Navy as Most Effective Department Store Convergent TV Advertisers as Back-to-School Shopping Begins
06 Agosto 2024 - 7:30AM
Business Wire
New report details brand and category-level
linear and streaming TV ad performance
Department Stores’ streaming ads outperformed
the category’s average Convergent TV performance by 14% in Q2
2024
EDO, the TV outcomes company, today released a report detailing
the most effective Department Store advertisers across linear and
streaming TV in Q2 2024. The report also highlights the states,
audience demographics, days, and dayparts that drove the greatest
consumer engagement with Department Store ads. EDO measures ad
effectiveness through behavioral signals like web searches and site
visits, which are proven predictors of future sales.
In today's streaming-first landscape, where viewers control how
and when they watch TV, outcomes measurement has become an
essential indicator of ad performance. EDO’s syndicated data
delivers 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.
“With a short window to engage consumers during the pivotal
back-to-school season, retailers need to know whether their ads are
making an impact, and they need to know while there’s still time to
adjust their campaigns,” said Laura Grover, EDO’s SVP, Head of
Client Solutions. “By measuring and optimizing for predictive
outcomes like brand searches and website visits, Department Store
brands can put themselves in the best possible position to generate
a strong return on investment from their high-volume back-to-school
campaigns.”
Key insights from EDO’s Department Stores Convergent
TV Outcomes Report include:
- Walmart, Target, and Old Navy are the category’s most
effective Convergent TV advertisers. Consumers were 144% more
likely to engage with Walmart’s linear and streaming TV ads than
the category average. Target and Old Navy rounded out the top
three.
- States where linear and streaming TV viewers are most
engaged with Department Store ads. TV viewers in Nebraska
(+50%), Utah (+35%), and Ohio (+21%) were the most likely to engage
with Convergent TV Department Store ads, as compared to the average
US state. Meanwhile, Wyoming (-64%), New Mexico (-46%), and North
Dakota (-46%) were the states where TV viewers were the least
engaged.
- Demographics that are most and least likely to engage with
Convergent TV Department Store ads. Category ads were most
effective with Women aged 55-64 (+72% more likely to engage than
the average demographic), Women aged 65+ (+27%), and Men aged 18-24
(+22%).
- The days and dayparts that were most and least likely to
generate consumer interest. Thursday was the most effective day
for Department Store ads in Q2, with spots 5% more likely to
generate engagement than the category average. And while primetime
is typically the most effective daypart for advertisers, early
fringe (+15% more likely to generate engagement than the category
average), afternoon daytime (+14%), and morning daytime (+11%) were
the most effective dayparts for Department Store ads.
EDO’s report is powered by Ad EnGage Convergent, the company’s
cross-screen outcomes measurement solution for holistic linear and
streaming TV ad performance. EDO launched the platform in 2021 to
deliver household-level measurement and enable advertisers to
maximize campaign ROI.
Read the report to know what works for Department Store
advertisers, and optimize your planned or in-flight Convergent TV
ad campaign with EDO.
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