INSUBCONTINENT EXCLUSIVE:
Kevin Krim and Sebastian ChiuContributor
Kevin Krim is EDO's President - CEO
His 21-year career has spanned search, social and TV advertising across start-ups and major companies like Yahoo and NBCUniversal
Sebastian Chiu is EDO's Chief Data Scientist
He earned his undergraduate and post-graduate degrees from Harvard, working previously as a data scientist at Dropbox. One of the
most-discussed plot twists in recent advertising has been the pivot of Direct-to-Consumer (DTC) brands to linear TV
traditional medium in advertising.A January 2019 Video Advertising Bureau study found that in 2018, 120 DTC brands collectively spent over
ability to measure how DTC advertisers perform on TV by tracking incremental online searches above baseline in the minutes immediately
following individual TV ad airings as viewers translate their interest in advertised brands and products directly into online engagement
with them.By measuring incremental search activity across 60 million national TV ad airings since 2015, we are able to effectively isolate
the effects of TV ad placement and creative decisions that are most likely to cause online engagement.We ran the numbers on DTCs as well as
considering TV advertising can do to achieve success on TV.Table of ContentsDoes the David vs
Goliath story play out on TV?The DTC revolution is a quintessential David and Goliath story
In vertical after vertical, small, digital-native upstarts are changing the game and overtaking major brands
question, EDO looked at how effectively TV ads elicited viewer activity since September 2018 across eight major industry categories
Guided by historical ad performance across billions of ads, we rated ad performance based on how closely the DTC ads came to meeting the
index value of 100 to an ad that meets benchmark standards, and below-par ads getting a score under 100 while higher-scoring ads receive a
We chose to set our index baseline of 100 to the average Consumer Packaged Good (CPG) ad since it is such a large and broad ad category
Our results are as follows:
