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Our mission: Bringing practical business and technical intelligence to today's structured cabling professionals

For more than 30 years, Cabling Installation & Maintenance has provided useful, practical information to professionals responsible for the specification, design, installation and management of structured cabling systems serving enterprise, data center and other environments. These professionals are challenged to stay informed of constantly evolving standards, system-design and installation approaches, product and system capabilities, technologies, as well as applications that rely on high-performance structured cabling systems. Our editors synthesize these complex issues into multiple information products. This portfolio of information products provides concrete detail that improves the efficiency of day-to-day operations, and equips cabling professionals with the perspective that enables strategic planning for networks’ optimum long-term performance.

Throughout our annual magazine, weekly email newsletters and 24/7/365 website, Cabling Installation & Maintenance digs into the essential topics our audience focuses on.

  • Design, Installation and Testing: We explain the bottom-up design of cabling systems, from case histories of actual projects to solutions for specific problems or aspects of the design process. We also look at specific installations using a case-history approach to highlight challenging problems, solutions and unique features. Additionally, we examine evolving test-and-measurement technologies and techniques designed to address the standards-governed and practical-use performance requirements of cabling systems.
  • Technology: We evaluate product innovations and technology trends as they impact a particular product class through interviews with manufacturers, installers and users, as well as contributed articles from subject-matter experts.
  • Data Center: Cabling Installation & Maintenance takes an in-depth look at design and installation workmanship issues as well as the unique technology being deployed specifically for data centers.
  • Physical Security: Focusing on the areas in which security and IT—and the infrastructure for both—interlock and overlap, we pay specific attention to Internet Protocol’s influence over the development of security applications.
  • Standards: Tracking the activities of North American and international standards-making organizations, we provide updates on specifications that are in-progress, looking forward to how they will affect cabling-system design and installation. We also produce articles explaining the practical aspects of designing and installing cabling systems in accordance with the specifications of established standards.

Cabling Installation & Maintenance is published by Endeavor Business Media, a division of EndeavorB2B.

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EDO: TV Advertising Drives Digital Gains, Can Double Website Traffic for QSR Brands

By: via Business Wire

EDO research reveals impression quality is more impactful than impression volume in driving business outcomes — and amplifies the effectiveness of digital channels for QSR brands

Quick-service restaurant (QSR) brands have long turned to TV advertising to drive foot traffic, but not all impressions deliver the same value. In a climate of economic uncertainty and tighter marketing budgets, new research from TV outcomes company EDO shows that advertisers who focus on impression quality, as measured by consumer ad engagement, can unlock greater performance and boost digital channels without additional spend.

Analyzing more than two years of TV airings and syndicated ad engagement data across five major QSR brands — McDonald’s, Burger King, Wendy’s, Sonic, and Carl’s Jr. — EDO found that QSR advertisers who treat TV as a commodity, prioritizing reach alone, are leaving significant value on the table. By shifting their focus to engagement, brands can extract greater impact from their TV investment and achieve more efficient outcomes that are predictive of future sales.

“QSR brands are seeing strong consumer response to value meal deal ads during this period of budget tightening, where every dollar — both for consumers and advertisers — must work harder,” said Laura Grover, SVP, Head of Client Solutions at EDO. “As marketers navigate this uncertain landscape, impression quality becomes the key to driving smarter allocation decisions and ensuring stronger returns within a brand’s existing media footprint.”

Impression Quality Enables TV Measurement Akin to Digital

While digital channels offer immediate performance feedback, the return on TV has traditionally been harder to measure — especially in high-volume categories like QSR, where most purchases happen offline. EDO’s data modeling bridges that gap by tying minute-by-minute TV ad data to real-time behaviors like search and website visits after TV viewers are exposed to an ad.

EDO found that when a QSR brand is on air, its website traffic increases by an average of 11.5% above baseline. Just as notably, TV doesn’t just work in a silo — it boosts the effectiveness of other digital channels, enhancing web traffic driven by display ads by 82%, social by 62%, and referrals by 27%.

Moving Beyond Reach for Immediate TV Optimization

EDO’s research introduces a shift in mindset for QSR advertisers: move beyond reach as a sole metric, and focus instead on reach and outcomes. According to the study, a 1% increase in engagement delivers six times more site traffic than a corresponding increase in impressions alone.

Further, a prior EDO study found that one leading advertiser generated over three times greater lift in ad-driven engagement as compared to a traditional, audience-only media plan when optimizing for both reach and outcomes. That’s a powerful insight for marketers navigating budget pressures, media fragmentation, and increased accountability.

Key takeaways from EDO’s research include:

  • Prioritizing impression quality pays off: QSR brands that optimize for engagement can double their TV-driven web traffic without increasing budget.
  • Smarter allocation, stronger returns: Shifting spend toward higher-quality placements led to an average 117% increase in TV-attributed web visits.
  • Brand-level upside is significant: For example, McDonald’s could more than double (+106%) its TV-attributed traffic by rebalancing its media mix.
  • TV lifts digital, too: On average, TV advertising lifted QSR website traffic by 11.5%, highlighting its amplifying effect on the full media mix.

As QSR marketers gear up for a competitive summer season, one thing is clear: maximizing TV performance doesn’t mean spending more — it means spending smarter.

Download the full white paper: Leveraging TV & Digital Synergies in QSR.

About EDO

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

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