EDO partners with SoFi to improve media planning and creative performance with real-time campaign measurement

EDO, Inc.

EDO analyzes media campaign performance to help SoFi achieve overall brand measurement and improve TV ad performance, including top performing Super Bowl LVI activation

SAN FRANCISCO and NEW YORK, March 01, 2022 (GLOBE NEWSWIRE) — EDO, Inc., a data, measurement and analytics software company serving brands, agencies and all major television network groups, today officially announced a partnership with SoFi Technologies Inc., a leading digital personal finance company. EDO will bring an innovative approach to measuring SoFi’s TV performance.

EDO measures the peak of 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 engage with the brand, and higher engagement is predictive of increased sales. By applying EDO’s results-driven platform that measures consumer actions and what drives them to buy, SoFi will gain immediate access to data that will help the brand ensure it is effectively engaging audiences through through its television advertising campaigns.

SoFi invests in TV advertising as part of its total media mix to tell the story of how it is a full-service financial platform that helps its members get their money right. The company found that EDO performance data was strongly correlated with multiple business outcomes across the customer journey, from awareness to active engagement and digital KPIs. For example, branding for SoFi and SoFi Stadium during the Super Bowl LVI broadcast generated 110.6 times more online searches than the average ad that night, and nearly 5 times more online searches. as the top-performing Super Bowl ad broadcast by Polestar.

“EDO helps us optimize our TV campaigns to increase consumer engagement across the audience spectrum, providing a deeper understanding of what drives awareness and action, including our explosive growth in research during the Super Bowl, hosted at SoFi Stadium this year,” said SoFi’s chief marketing officer. Officer Lauren Stafford Webb. “We are constantly innovating our measurement to drive tangible business impact, and EDO plays a critical role in how we can make business decisions based on meaningful and timely data.”

As part of the partnership, which is ongoing, EDO analyzes the historical effectiveness of SoFi’s campaigns, provides live sports analytics, and provides in-campaign reporting to further optimize ongoing campaigns and other new marketing initiatives. .

“In a highly competitive consumer market, industry-leading brands like SoFi need more than impressions to ensure their creative campaigns resonate with audiences,” said Matt Smart, VP, Brand Partnerships. , EDO. “EDO prides itself on its ability to provide brands, advertisers and networks with immediate, actionable insights that can drive impactful decision making.”

About EDO

EDO, Inc. is a data, measurement and analytics company that informs media advertising investments, creative and audience across all convergent television platforms by measuring and optimizing what triggers consumer behavior . The company is an innovative leader in applying world-class data science software and unique behavioral metrics to help its clients – marketers, television networks and agencies – generate greater value from their efforts. creatives and their media decisions. The company’s reliable, investment-grade metrics align marketing with sales and finance, providing confidence in the effectiveness of advertising dollars through detailed competitive, category, historical and forecast information. To learn more about EDO, please visit: https://www.edo.com/.

About SoFi

SoFi helps people achieve financial independence to realize their ambitions. Our borrowing, saving, spending, investing and protection products give our more than three million members quick access to tools to manage their money well. Membership in SoFi includes the essentials to progress, including career counselors and a connection to a thriving community of ambitious, like-minded individuals. SoFi is also the naming rights partner for SoFi Stadium, home of the Los Angeles Chargers and Los Angeles Rams. For more information, visit SoFi.com or download our iOS and Android apps.

Media contact

KCSA for EDO, Inc.

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Cathy W. Howerton