Department stores overall exceeded the engagement average, seeing 14% higher engagement in the second quarter of this year.
A new report shows which retailers advertise most effectively on both television and streaming platforms.
EDO found that Walmart, Target and Old Navy are the most effective convergent TV advertisers in retail (linear TV combined with streaming). The likelihood that consumers will engage with Walmart“The 4000” linear TV and streaming ads outperformed the category average. Target and Old Navy also saw high engagement.
Although Walmart, Target and Old Navy do not fit into this category, Department stores overall, it exceeded the engagement average, seeing 14% higher engagement in the second quarter of this year. Viewers in Nebraska (+50%), Utah (+35%) and Ohio (+21%) showed the highest engagement with Convergent TV’s department store ads compared to the U.S. state average.
Meanwhile, Wyoming (-64%), New Mexico (-46%) and North Dakota (-46%) were the states where TV viewers were least engaged. Category ads were most effective among women ages 55-64 (+72% more likely to engage than the average demographic), women over 65 (+27%) and men ages 18-24 (+22%).
