EDO CEO Kevin Krim highlighted at POSSIBLE 2026 that TV serves as both a brand and demand medium, driving mid-funnel actions like searches and web visits after ad exposure, particularly during live sports. EDO uses AI, including its ChatEDO interface, to optimize ad creative production and provide real-time performance data to agencies for Upfront planning. This approach aims to shift the industry from basic share-of-voice metrics to optimization and ROI.
The redefinition of TV as a 'brand and demand' medium suggests a shift in how advertisers and media owners value TV inventory. By linking ad exposure to direct consumer actions, EDO's data offers a universal performance metric that could enhance investment transparency. This challenges traditional top-of-funnel TV measurement and emphasizes the unique value of live sports for ad performance. Industry players should monitor how this demand-side measurement evolves and whether it becomes a standard for evaluating TV's full sales funnel contribution, especially as AI tools become more integrated into ad planning workflows.
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