EDO and Nielsen Demonstrate Strong Sales Proxy Media Optimization

When Nielsen and EDO first announced their partnership and data integration, many people wondered what character it would take as a joint measurement offering. Nielsen is known as the Gold Standard in terms of measuring electronic media audiences, and EDO over the past ten years has established itself as the leader in measuring TV ad-driven consumer engagement, like search and website visitation. Whereas most outcome measurement is carried out on an ad hoc basis for some campaigns, so that a large agency holding company typically might see a couple of hundred outcome studies each year, EDO measures all US national TV ads against the Google search database to detect spikes in search produced in the five minutes right after each ad airs. In the ten-year database EDO has measured the individual search spikes of 126 million ad airings, to which Nielsen audience data have now also been matched, totaling 55 trillion ad impressions. Big Data takes on a far different scale, indeed.