A few weeks ago, our CTO, Kevin O’Reilly, told the story of TVSquared’s start and discussed the evolution of TV with Andy Plesser of Beet.TV. We’ve pulled some highlights below, but you can watch the interview in its entirety below.
TV is Not Dying
In the video interview, Kevin explained that marketing has become increasingly complex in recent years due to the proliferation of media. Throughout these changes, some have declared the “death of TV.” While it makes for a great headline, in reality, that statement simply doesn’t hold up.
According to Kevin, “the world’s changing, but at about 5% a year … when we look out to the next two-to-five years, we still see a major amount of people consuming television and it still being the powerful reach mechanism that it is.”
Measure & Optimize TV (Just Like Digital)
Most advertisers know that TV works, but that’s about it. They can’t tell you what aspects of the buy were most effective or how spots drove response via different touch points.
This is where TVSquared comes in. The company was started to answer two questions. First, can I measure TV quickly and accurately? Second, can I optimize TV campaigns to improve response? The answer to both questions is “yes.”
Kevin spoke about TVSquared’s origins and explained how its technology lets advertisers, “see all the brand traffic, website, mobile app, phone, vanity URL, etc. … and then see the direct impact a TV ad has on these response points.” Ultimately, TVSquared shows advertisers what parts of a TV buy are working (and what aren’t) and provides the insights needed to optimize performance.
Check out the entire video to hear more industry insights from our CTO, including:
- How TVSquared’s technology works and a sneak peek our roadmap
- The role of automated content recognition (ACR) for TV attribution
- What to expect with linear/pay TV and OTT in 2018