EDO Enters Gaming Ad Measurement with Roblox Partnership

US company EDO has extended its TV outcomes measurement to cover advertising in gaming environments, initially via a partnership with immersive video games platform Roblox.

EDO's measurement platform identifies and tracks the consumer behavior most predictive of future sales, following campaigns across linear and streaming TV, and now gaming - the firm combines immediate engagement signals with decision science and vertical AI to help clients map media investments to business results, providing detailed competitive, category and historical insights.

The deal will allow brands advertising on Roblox to measure branded virtual events, in-game integrations, and standard ad campaigns, and compare results for linear and streaming TV using EDO's engagement benchmarks.

EDO measures Roblox ad impact using the same two complementary methods it has used for more than ten years of TV outcomes data. Ad Campaign Measurement is used for video ad campaigns on Roblox, comparing each campaign's Engagement Rate (ER) score against EDO's syndicated competitive norms across categories. Event-Driven Engagement Analysis is used for branded events on Roblox, isolating the lift in branded search engagement during the event window, benchmarked against each brand's organic search engagement baseline from adjacent weeks - this tracks the underlying signal by allowing for day-of-week patterns, release cycles, and ambient news.

More information can be found at www.edo.com/outcomes .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.