KEVIN KRIM

Kevin Krim, president and CEO of EDO, is focused on an often overlooked area of the marketing funnel: the middle. “It’s a lot more data than you get at the bottom of the funnel, but it’s a lot more predictive of the actual business results than you get at the top,” he told ADWEEK. That’s why EDO is built to measure what happens between seeing an ad and making a purchase—a space few others focus on. “We like the middle of the funnel,” Krim said.

EDO’s measurement tools help brands evaluate every choice in a TV campaign—from which audiences to target to whether a 15-second or 30-second spot will perform better. “We’re fundamentally helping brands understand how each of the levers they can pull…are contributing to outperformance or underperformance.”

As streaming and linear TV converge, and automation is on the rise, Krim sees programmatic buying becoming more dominant in TV. “By some estimates, already 75% of TV is being bought and sold through programmatic platforms,” he said.

In addition to measurement, Krim is focused on building a strong company culture at EDO. He also spoke about the origin of Choose Creativity, a nonprofit he co-founded with his wife after a family tragedy. The curriculum focuses on the 10 principles of creativity to help creatives “do conflict resolution better” and “be more engaged.”