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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