When Calum Smeaton set out in 2012 to explore the nascent exercise of television advertising attribution, early clients were direct-to-consumer brands. Since then, other brands, agencies and media sellers\/distributors have adopted the CEO & Founder of TVSquared\u2019s vision, to the tune of 770 brands, agencies and networks in 70+ countries.<\/p>\n

In 2013 and 2014, direct-to-consumer marketers were the biggest TV attribution enthusiasts, Smeaton explains in this interview with Beet.TV.<\/p>\n

Among the first of the company\u2019s insights was the anomaly that \u201cthe fastest growing part of the TV spend was coming from e-commerce companies and direct-to-consumer companies. And that was fascinating to me.\u201d<\/p>\n

TVSquared discovered that it was \u201cthe forward-looking brands, a lot of the DTC brands, that really kind of grabbed TV attribution and ran with it,\u201d Smeaton<\/a> says. He cites as clients Credit Karma and Expedia, \u201cBrands that have really helped shape this space.\u201d<\/p>\n

With its roots in linear-TV ad attribution and optimization, \u201cIn the U.S. we can take connected TV device data, take our approach, blend it together and then show have TV actually works for them and help them improve performance.\u201d<\/p>\n

TVSquared drops pixels on its clients\u2019 websites, germinating a trove of response data for correlating downstream conversion. \u201cWe can get response via website, via apps, via SMS, via phone. And then we take when the TV airs and then we look at how we can get a lift that TV has produced because of the spots that have run,\u201d Smeaton says.<\/p>\n

Adding deterministic data to the mix can \u201cenhance that and provide more information not just on the lift but also on the audience and which demographics are working for them.\u201d<\/p>\n

Two to three years ago, agencies got more interested in TV attribution, according to Smeaton. \u201cThey were looking at how they can retain clients and win new business by showing that insight into how they can optimize TV.\u201d<\/p>\n

Lastly came media owners and broadcasters looking to protect their revenue turf amid a wave of change in TV content, distribution and monetization. \u201cWe\u2019re now seeing the full range of the ecosystem looking at TV attribution and how to use it.\u201d<\/p>\n

Within the last couple of years, TVSquared begin assisting the sales side at broadcasters in Europe. \u201cI think they were quite early in realizing that proof of performance to prove that TV advertising works is going to be key going forward with how you sell TV advertising. I think now we\u2019ve seen the same in the U.S. We\u2019re working with a number of the MPVD\u2019s already, we\u2019re working with a number of the broadcasters as well,\u201d Smeaton says.<\/p>\n

Asked how his company differentiates itself from others in the attribution business, he cites being \u201cglobal since day one,\u201d a hybrid approach of combing advanced-TV data with its own solution that provides a \u201cscale and range that others can\u2019t,\u201d along with an easy-to-use, end-to-end platform.<\/p>\n

This video is from a Beet.TV series titled TV: Now an Outcome-Driven Medium.\u00a0 For more segments, please visit this page<\/a>.\u00a0 This series is presented by TVSquared<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

When Calum Smeaton set out in 2012 to explore the nascent exercise of television advertising attribution, early clients were direct-to-consumer brands. Since then, other brands, agencies and media sellers\/distributors have adopted the CEO & Founder of TVSquared\u2019s vision, to the tune of 770 brands, agencies and networks in 70+ countries. In 2013 and 2014, direct-to-consumer […]<\/p>\n","protected":false},"author":17,"featured_media":60700,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8000],"tags":[6881,7998],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60698"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60698"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60698\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60700"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}