EDO

CAPLYTA® (lumateperone) HCP made the most of Shark Week’s highly engaged audience. 🦈 Across the week, the brand’s “This Little Light” campaign delivered multiple high-performing spots, including one that was 180% more effective than the average Shark Week ad. That performance helped Caplyta stand out in a week where ad engagement overall was already well above the primetime norm. 🌊 See which other brands and creatives made the biggest splash during Discovery Inc Shark Week 2026: https://lnkd.in/ec_Un7yW

🦈 Shark Week came back bigger in 2026 — and so did its ad performance. EDO found that ads during this year’s Discovery Inc Shark Week generated 3.33x the engagement of the average primetime broadcast or cable ad, up from 1.92x last year, with brands including Subaru of America, Marco's Pizza (Marco's Franchising, LLC), and Dairy Queen among the strongest performers. And that growth wasn’t simply the result of more ads or a larger audience. Even as ad volume and impressions increased, per-person, per-second engagement rose with them — reinforcing Shark Week’s growing value for advertisers. 📊 Dive into EDO’s full year-over-year analysis and see what the 2026 results mean for brands investing in tentpole TV moments: https://lnkd.in/ec_Un7yW

📺 “Big Brother” is back — and its value for advertisers is growing. The Season 28 premiere outperformed last year’s debut across EDO’s key advertising metrics, with stronger engagement and more impact from every ad slot. The results show why established reality franchises remain valuable for brands: loyal audiences, cultural momentum, and a proven ability to drive action. 🔍 Read more from Cynopsis: https://lnkd.in/eSNqWQHa

🦷 Kalshi turned a very simple joke into a very effective ad. Its “Dentist,” featuring Timothée Chalamet, drove 71% more engagement than the average ad in the Sports Betting & Prediction Markets category last week. The spot keeps the product name at the center of the creative, using a memorable setup and celebrity casting to drive viewer consideration. That performance earned Kalshi a spot on ADWEEK’s Ad of the Week list. 🏆

🏀 Airbnb didn’t use the 2026 WNBA (Women's National Basketball Association) All-Star Game to sell viewers a place to stay. It sold them a reason to go. Its 30-second spot spotlighted Airbnb Experiences — from a surf lesson to a Mexico City taco crawl and a K-pop class in Seoul — generating 255% more engagement than the average ad during the game. That experience-first approach helped Airbnb claim the No. 2 spot among the night’s top-performing brands. 📺 Watch the ad below, then explore the full WNBA All-Star Game Top 10: https://lnkd.in/eGYY7sFU

Gatorade (PepsiCo) used the 2026 WNBA (Women's National Basketball Association) All-Star Game to reinforce a clear product message: it hydrates better than water. 💧 Its “Lower Sugar” spot used a direct product benefit to generate 104% more engagement than the average ad during the game, placing Gatorade among the night’s top 10 brands with the highest performance. 📊 See which other ads turned clear creative strategies into standout performance during the WNBA All-Star Game: https://lnkd.in/eGYY7sFU

🏀 The biggest ads of the 2026 WNBA (Women's National Basketball Association) All-Star Game didn’t follow one creative formula, but they all gave viewers a clear reason to act. DICK'S Sporting Goods Goods led the night with a direct, value-driven Nike offer that generated 289% more engagement than the average game ad. Airbnb followed by selling experiences rather than stays, while the National Basketball Association (NBA) 2K paired a contextually relevant media buy with Caitlin Clark to round out the top three. The range of top performers shows what effective women’s sports advertising can look like: strong offers, fresh product positioning, and talent partnerships built for the moment. 📊 See which brands made the Top 10 — and what helped their ads break through during the WNBA All-Star Game: https://lnkd.in/eGYY7sFU

📊 New EDO research shows Google AI Mode queries per household increased 202% from June 2025 through March 2026, while the likelihood that a Google search led to an external site visit fell 22%. That may sound like bad news for teams still using website traffic as the clearest sign of consideration. But fewer clicks don’t mean consumers are less engaged. Consumers are asking better questions, using AI to refine their research, and finding answers without clicking away from the search environment. The click may be declining, but the underlying signal is not. The query is where intent shows up. 👉🏼 Swipe through for the key takeaways from EDO SVP, Head of Client Solutions Laura Grover on what zero-click search means for ad measurement in the AI era: https://lnkd.in/eTA3vzi9

Streaming TV frequency caps are often too broad, too static, and too hard to put into action. 📺 EDO’s Frequency Optimizer changes that. It turns household-level exposure and outcomes data into publisher- and market-specific frequency caps that can be activated directly in DSPs. No campaign-wide guesswork. No one-size-fits-all caps across publishers with very different response curves, CPMs, and exposure patterns. Instead, Frequency Optimizer helps teams identify where additional impressions are no longer profitable — then delivers DSP-ready recommendations built to shift spend out of excess frequency and into more productive reach. Inside our full Frequency Optimizer whitepaper, we break down: ✔️ Why average frequency can hide the costly long tail of overexposure ✔️ Why a single campaign-wide cap is wrong for almost every publisher ✔️ The three inputs behind precision frequency capping ✔️ How to move from quarterly reporting to a live optimization loop 🔗 Read the full whitepaper: https://hubs.la/Q04mHbGT0

The ad-tech giants are racing to build walled "fortresses." So maybe it's time to take some inspiration from Venice. 🛶 Fresh off his fifth Cannes Lions International Festival of Creativity Lions, EDO President & CEO Kevin Krim shares what stood out along the Croisette — and why the industry's consolidation race opens a massive opportunity for trusted, independent partners. A few of his takeaways: → The outcomes debate is over — now it's all about "how fast" → AI went from the philosophy seminar to the engineering room → Data is the new oil — and context is the refinery → Even the biggest walled ‘fortresses’ need neutral arbiters Venice didn't win by building the biggest wall — it won by connecting everyone, making trade fairer and more efficient. Read Kevin's full dispatch from Cannes: https://lnkd.in/eC_VeGxS