**Title: Assessing TV Performance in a Changed Landscape | ANA Masters of Marketing**
**Description:**
Consumers today have more options than ever to watch their favorite shows on internet-connected devices such as smart TVs and mobile phones. As the media landscape becomes increasingly fragmented, advertisers face the challenge of tracking the effectiveness of these channels within their overall marketing campaigns. At the 2022 ANA Masters of Marketing Conference, Sam Bloom, CEO of Camelot Strategic Marketing & Media, highlights the growing emphasis on multichannel marketing, including TV, CTV, digital video, and other channels. This shift towards a multi-channel approach also leads to a greater emphasis on performance measurement and outcomes.
One way that advertisers are tracking the impact of commercials is through the partnership with EDO Inc., a measurement and analytics platform. EDO Inc. combines TV airings with Google searches to provide minute-by-minute insights on how TV ads are driving brand search interest. By examining search interest, which is considered a significant measure of brand health, advertisers can make data-driven decisions to optimize their campaigns.
This video, titled “Assessing TV Performance in a Changed Landscape,” is part of the Beet.TV Leadership Series produced at the 2022 ANA Masters of Marketing Conference. It sheds light on the importance of measuring TV performance in today’s complex media environment. By leveraging platforms like EDO Inc., advertisers can gain valuable insights and plan for successful outcomes in their marketing efforts.
[Source](https://www.beet.tv/2022/10/edos-sam-bloom-on-measuring-tv.html)
**Keywords/tags:**
multi-channel marketing, TV performance, digital video, brand health, TV ads, search interest, measurement and analytics, EDO Inc., ANA Masters of Marketing, fragmented media environment, smart TVs, mobile phones
**Transcript:**
– *At the ANA Masters of Marketing Conference, brands are focusing on nailing their propositions and differentiating themselves in a competitive marketplace.*
– *Multichannel marketing, including TV, CTV, digital video, and various other channels, is becoming increasingly important, posing new challenges for measurement and determining outcomes.*
– *EDO Inc., a powerful measurement and analytics platform, partners with advertising agencies like Camelot Strategic Marketing & Media to measure the impact of TV commercials on brand search interest.*
– *By examining minute-by-minute Google search data, advertisers can gauge the performance of their TV ads and understand their influence on brand health.*
– *This video, “Assessing TV Performance in a Changed Landscape,” is part of the Beet.TV Leadership Series produced at the 2022 ANA Masters of Marketing Conference, focusing on the importance of measuring TV performance in today’s complex media environment.*
– *Learn how platforms like EDO Inc. are revolutionizing TV measurement to help advertisers plan for successful outcomes in their marketing campaigns.*
[Source](https://www.beet.tv/2022/10/edos-sam-bloom-on-measuring-tv.html)
ORLANDO – Consumers have more ways to watch their favorite shows at any time as more programming is distributed through internet-connected devices such as smart TVs and mobile phones. This fragmented media environment challenges advertisers to track the effectiveness of these channels within a broader campaign.
“It’s clear that there is real emphasis on multichannel marketing … TV, CTV, digital video and other channels,” Sam Bloom, chief executive of Camelot Strategic Marketing & Media, said about this year’s ANA Masters of Marketing Conference. “There’s going to be a greater, that you already see, the greater emphasis on performance and measurement and outcomes.”
Search Interest Shows Brand Health
His agency works with a variety of measurement and analytics platforms including EDO Inc., whose technology helps to see how commercial airings affect outcomes such as internet searches.
“We love working with a company like EDO, where they’re pairing TV airings with Google searches, and you can actually see in a minute-by-minute basis how TV ads are performing at driving brand search interest,” Bloom said. “That’s interesting because at the end of the day search interest is probably the greatest measure of brand health.”
You’re watching “Assessing TV Performance in a Changed Landscape,” a Beet.TV Leadership Series produced at the 2022 ANA Masters of Marketing, presented by EDO Inc.
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