Univision partners with EDO for consumer behavior data partnership

Univision Communications Inc., recently unveiled a partnership with EDO, Inc. to detect its consumer behavior data for advertiser campaigns across the company's linear networks.“We’re excited to be partnering with the Mediahub team on this initiative to demonstrate that we can drive closer to offering what truly matters to marketers,” said Brian Lin, SVP, Product Management, Advanced Advertising Sales at Univision.

Serving as the first partnership of its kind  to demonstrate the potential for true data-driven media planning and value for marketers, the network has garnered data providers to help use EDO data as its currency. “Data-driven investment is about more than targeting an audience, it’s about buying more effective impressions,” said Erin Hourihan, VP, Video Investments at Mediahub. “We’re able to leverage the same EDO data to plan, optimize, measure and ultimately, guarantee higher engagement for our clients. In a world of massive media fragmentation and endless consumer choice, leveraging proven next-generation TV metrics and behavioral currencies will be critical to investing in higher quality TV plans and placements.”

EDO measures the spike in consumer engagement behaviors, such as online search, for a brand in the moments after a TV ad airs. The larger the spike, the more consumers are engaging with the brand, and higher engagement is predictive of higher sales. EDO is helping Mediahub, Univision, and their advertisers ensure ads are placed in the right contextual environment based on how consumers engage with their commercials — and their competitors’ commercials — across networks, programs, dayparts, genres, and more. “Networks, agencies, and TV advertisers want more than impressions,” said Scott Grunther, GM and Head of Revenue, TV Products, EDO. “They want to know if their TV investment is driving actual consumer responses in the real world.”
 
datafuelX provides predictive analytics with media expertise to leverage and fuse EDO’s proprietary data to television viewership enabling Univision and Mediahub the ability to better understand which programs and dayparts drive the most consumer responses. “We are living in unprecedented times due to the rapidly changing media environment. With that in mind, leveraging only historical data is not the most effective approach,” said Howard Shimmel, Head of Strategy at datafuelX. “We have built predictive models of expected search engagement, which reflect an amalgam of historical EDO and Nielsen data with a forward-looking view of Univision inventory. These forecasts allow Univision to build plans that will drive the highest search engagement for Mediahub’s clients.”