Discovery Dubs EDO 'Preferred' Measurement For Upfront Deals

Following other major network groups' new data deals for the upcoming TV ad upfront, Discovery said it will be using EDO, a TV analytics company, as a “preferred behavioral measurement partner” to measure ad campaigns for marketers’ business outcomes.

EDO will give brands TV commercial airings connected to engagement data via the EDO Ad EnGage product -- to be used by Discovery during the upfronts for its advertising clients.

Recently, EDO data has shown that Discovery clients witnessed 25% higher key search engagement data for clients -- including Capital One, Expedia, Kia, Lowe's and Panera Bread -- for advertising in first-run Discovery programming, under its 'Discovery Premiere' package, versus average prime-time broadcast and cable programming.

Discovery says it will also use EDO search engagement data in Discovery Engage, an advanced advertising platform, to optimize media plans.



EDO data shows that during 2021 Discovery had seven of the ten most engaging entertainment programs on prime-time cable and 60 of the top 100 TV shows, Discovery says.

EDO’s behavioral data will also provide key measures of branded short-form custom content, sponsorships and integrations across Discovery’s networks.

“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 chief executive officer of EDO, in a release.

Discovery is poised to become a bigger TV and streaming advertising company -- soon to complete its $43 billion deal to acquire WarnerMedia. The company estimates that it will amass around $10 billion a year in advertising revenue.

Recently, NBCUniversal struck a deal with TV measurement company as its cross-platform “currency” for its TV network advertisers during its upcoming upfront TV advertising deal-making, which starts in a few weeks.

NBCU named among seven companies to be "certified" measurement partners.

But the deal will not shut down long-time TV measurement/data company Nielsen Holdings:

“We expect some advertisers will likely seek to continue guaranteeing against Nielsen’s numbers in the near term,” an NBC representative said in a recent email to Television News Daily. “But we are focused on building the measurement future and usher in a new multi currency model that delivers more accurate, timely and diverse audience insights.”

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