EDO, the TV outcomes company, today announced the most effective TV ads in the first half of 2024 across 15 industries including Automotive, CPG, Restaurants, and Pharma Rx. These rankings highlight the creatives most likely to drive consumers to engage with a brand online after seeing the TV ads, as measured by outcomes such as search activity, website visits, and app downloads.
In today’s streaming-first world, where consumers’ viewing habits are highly fragmented, outcomes have become an essential measure of ad performance. EDO’s data provide real-time insights across national Convergent TV ads, allowing modern marketers to quickly understand which environments, dayparts, and programs make their ads most effective.
Top Ads of H1 2024
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- Alcohol: Ciroc’s “Lemons” :30 was 271% more effective than the average Alcohol creative.
- Apparel: Oofos’s “Not a Shoe” :30 was 277% more effective than the average Apparel creative.
- Automotive (Luxury): Lexus’s “Escape Room” :30 was 388% more effective than the average Luxury Automotive creative.
- Automotive (Non-Luxury): Ford’s “Living Legacies (Black History Month)” :15 was 140% more effective than the average Non-luxury Automotive creative.
- Banking & Finance: Intuit Credit Karma’s “Airport” :15 was 608% more effective than the average Banking & Finance creative.
- Cable, Satellite, & Internet: T-Mobile Internet’s “Pricelock Guarantee ft. Zach Braff & Donald Faison” :15 was 116% more effective than the average Cable, Satellite, & Internet creative.
- Casual Dining Restaurants: Buffalo Wild Wings’s “Pool Party” :15 was 86% more effective than the average Casual Dining creative.
- CPG Food & Beverage: Magic Spoon’s “Tastiest Revolution” :15 was 1,633% more effective than the average CPG Food & Beverage creative.
- CPG Health & Beauty: Golo’s “Put Dieting Behind You” :30 was 1,274% more effective than the average CPG Health & Beauty creative.
- Insurance: The Hagerty Group’s “Ouch” :30 was 530% more effective than the average Insurance creative.
- Online Sports Betting: FanDuel’s “Take Me Out” :30 was 340% more effective than the average Online Sports Betting creative.
- Post-paid Wireless: AT&T Wireless’s “Boxy Boys” :30, featuring Carmelo Anthony, Kendrick Perkins, and TJ Ford, was 237% more effective than the average Post-paid Wireless creative.
- Pharma Rx: Omnipod’s “Bath Time and Pizza” :15 was 459% more effective than the average Pharma Rx creative.
- QSR Restaurants: Long John Silver’s was 294% more effective than the QSR Restaurant average.
- Travel: Three Forks Ranch’s “Luxury & Adventure” :30 was 1,060% more effective than the average Travel creative.
“The most engaging ads of H1 utilized a range of creative tactics to pique consumer interest — including bright, punchy colors, laugh-out-loud comedy, and musical cues from diverse artists like Aretha Franklin and Charli XCX,” said Laura Grover, SVP, Head of Client Solutions at EDO. “What they all have in common is an ability to inspire viewers to take action in the minutes after the ads aired — a proven predictor of the future sales that will grow their businesses.”
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