FAQ
FAQ We ve compiled a list of the most commonly asked questions that we get from customers, prospects, partners, journalists and analysts. If you have a question that is not answered here, or if you d like to learn more about TVSquared, please contact us www.tvsquared.com The Dark Ages of TV Advertising How has TV advertising been measured and why isn t it working? For advertising agencies or brands, the success or failure of a TV campaign is often guesswork, based on old, inaccurate information. Traditionally, TV advertising is bought and designed around ratings what we refer to as a flawed currency. Notoriously inaccurate, this type of feedback is received, on average, a whopping six weeks after a spot has aired. It also doesn t tell advertisers the crucial details about which spots work best, on what network, on what day, during what time, etc. For an industry that spends billions each year, it is shocking that TV advertising has not had a more accurate method for measurement before now. Isn t TV a dying medium? With the advent of digital media, some pundits have argued that TV is dying, but that is simply untrue. Statistics show that 99 percent of U.S. households own at least one TV and the Bureau of Labor and Statistics found that watching TV accounts for more than half the leisure time of Americans ages 15 years and older. TV advertising is also steadily growing; with some estimates putting spend at more than $78 billion by 2018 in the U.S. alone (global TV spend is closer to $180 billion!). The people at PwC put it best in a recent report by saying: Television is still the place to be for advertisers looking to reach a big audience. 2
How is digital media advertising leaving TV in the dust? TV advertising isn t going anywhere, but it is quickly being left in the dust due to advances in digitalmedia advertising measurement and optimization. Digital media channels provide advertisers with timely data, measurement and programmatic optimization to let them know whether their ads are working or not in close-to-real time. Digital media advertisers are leveraging big data in a way that TV advertisers simply are not. What is keeping advertisers up at night? We talk to advertisers every day, and many of them tell us they worry about not having a fast, accurate way to prove the effectiveness of TV ad campaigns. In today s business world, the pressure is on to prove value while also tightening the purse strings. Most initiatives especially ones that are resource intensive are required to have rock-solid, data-backed metrics to prove success and ROI. TV advertising, which costs some companies many millions each year, is no longer able to fly under the radar. Given the enormous amount of money and time put into campaigns, TV advertisers are increasingly being held accountable to prove their worth. 3
An Overview What is TVSquared? Based in Edinburgh, Scotland, with offices in New York and Los Angeles, TVSquared is a company that provides the most accurate, same-day television attribution platform in the industry. Our state-of-the-art analytics platform provides near-real-time insights on TV campaigns to help advertisers better target customers and increase sales. Tell me about your attribution engine. The TVSquared attribution engine, called ADvantage, provides a unique perspective on how each TV impression drives revenue through online, mobile and second-screen for advertisers looking for same-day TV attribution. It provides spot-by-spot, minute-by-minute analysis that enables advertisers to know whether their campaigns are effective in near-real time usually within 30 minutes of receiving TV airings data. How does ADvantage work? ADvantage runs auto-calibrated statistical models that measure the impact of every spot in your TV campaign. All response touch points like the web, call centers, mobile apps and SMS are included. What type of clients do you work with? TVSquared works with agencies, direct advertisers and advertising exchanges across North America, Europe, Asia and Australasia. What can your solution tell advertisers? TVSquared helps advertisers understand how TV is really working for them by giving the who, what, when and where of campaign success the same day a spot runs. While it used to take advertisers weeks to uncover campaign feedback, TVSquared now gives them access to that information in less than a day. These timely, actionable insights in the hands of advertisers are invaluable. In near-real time, they are able to answer questions like: What campaigns are working best? What part of the day or time is most effective? What network is most effective? What audiences are the most engaged? Where are those audiences located? 4
Why is TVSquared different from other TV attribution tools and services? The biggest thing that differentiates TVSquared from other firms is that we are the only company that provides accurate, near-real-time analytics. Our platform automatically calibrates to detect the correct response profile of your campaign, and is the only attribution system to accurately calculate the baseline (non-tv) level of activity on your website for every minute of the day. While other attribution systems take days, weeks or even months to generate performance feedback, ADvantage produces same-day results, without requiring any historic data to be loaded. And because TVSquared uses customer-owned data, companies can rest assured that they are getting objective, un-manipulated analysis from a third party that is not tied to or invested in a campaign s success. What benefits have advertisers seen using TVSquared? With the close-to-real time insights provided, our customers are able to optimize campaigns upward of 25 percent. By taking the guesswork out of campaign performance and introducing a level of timeliness never before available, TVSquared helps advertisers optimize ad buying, improve future campaigns and realize greater ROI due to better customer targeting and increased sales. Advertisers are also able to prove success to the entire organization with timely, data-backed insights. Does TVSquared have predictive capabilities? Yes; our Predict tool not only analyzes the retrospective, but it also looks forward to predict future performance. Predict helps advertisers automate the creation of buy specifications based on predictive analysis of historical attribution data that is optimized to deliver the best possible results (whether the objective is to generate sales, registrations, website visits or any other kind of response). 5
Let s Get More Technical Where does the data come from can I trust it to be objective The data comes from you. TVSquared uses customer-owned data to provide performance insights. There is no after-the-fact data manipulation what an advertiser gets is objective, data-backed information on whether a campaign is working or not. And because the analysis is based on client data, the insights gleaned are also owned by the client. Does TVSquared only do drive-to-web analysis? No; we also do analysis on phone, SMS and app downloads. Do you rely on audience ratings? No; and that s a big differentiator for TVSquared. As we mentioned before, the ADvantage platform uses data from multiple sources like the web, call centers, apps and text messages, to name a few. How much does a company need to spend on TV advertising for TVSquared to work? A company can spend as little or as much as it likes on TV advertising there is no baseline. TVSquared s clients range from companies with small budgets that are brand new to TV, to major global brands that spend hundreds of millions of dollars on TV advertising. How many people can use ADvantage? The platform allows for unlimited users. How is the platform set up and managed? TVSquared is based on a Software-as-a-Service (SaaS) model. Once implemented, the advertiser or agency manages the platform and the data through the TVSquared self-service client portal. Can the platform be supported in different areas of the world? Yes; TVSquared works across different time zones and in every country of the world. Are there set-up fees? No; there are no upfront set-up fees. Can I get a demo? Absolutely! Contact info@tvsquared.com to schedule a demonstration. 6
The Nuts and Bolts of Our Company When was TVSqured founded? We were founded in 2012. Where are you headquartered? We are based in Edinburgh, Scotland, but we have offices in New York and Los Angeles too. 7