EDO Extends TV Outcomes Measurement to Roblox, Standardizing Gaming Ad Metrics — EDO, Inc.

Event summary

EDO has expanded its investment-grade outcomes measurement to gaming advertising, starting with Roblox.
The partnership enables brands to measure branded virtual events, in-game integrations, and standard ad campaigns against TV engagement benchmarks.
EDO uses two methodologies: ad campaign measurement and event-driven engagement analysis, both adapted from its TV outcomes framework.
The pilot measured beauty, entertainment, streaming, and gaming ads, finding strong performance across immersive campaigns.
EDO and Roblox aim to set a joint standard for immersive advertising measurement.

The big picture

EDO's move into gaming advertising measurement marks a significant step in standardizing metrics across diverse media channels. As brands increasingly invest in immersive environments, the ability to compare performance against TV benchmarks will drive more informed media optimization. This partnership with Roblox sets a precedent for how other gaming platforms might approach outcomes measurement, potentially reshaping the advertising landscape.

What we're watching

Cross-Media Optimization: How EDO's expansion into gaming will influence cross-media optimization strategies for brands.
Industry Standardization: Whether the joint standard set by EDO and Roblox will be adopted by other gaming platforms and advertisers.
Performance Benchmarks: The pace at which immersive advertising performance benchmarks will be integrated into broader media plans.