TVSquared, founded up in Edinburgh by tech entrepreneur Calum Smeaton, has partnered with Ampersand , an TV advertising sales and technology company, to find new ways of evaluating how viewers are watching multiple, digital television channels.
Through TVSquared’s technology, metrics can now be linked to consumer actions, bringing transparency and accountability to television advertising investments which will give Ampersand advertisers better campaign performance.
Ampersand, formerly NCC Media, provides advertisers with insights into the outcomes from their TV advertising investments. With this insight, TV schedules can be optimised across Ampersand’s reach of multiple viewing platforms and all cable inventory, spanning 85 million US households.
TV Squared’s technology can track the granular insights of viewers across different days, day parts, networks and creatives in real-time.
“TV is evolving and performance measurement is playing a transformational role in the next evolutionary stage for both local and national cable,” said Bob Ivins, chief data officer, Ampersand.
“TVSquared’s partnership supports our vision of bringing together different parts of the TV ecosystem to change the world of TV advertising from ratings to performance. Insights and outcomes for TV advertising are setting a new standard, and TVSquared’s platform allows us to meet the next level of advertiser expectations.”
“Proof of performance is becoming increasingly important for the sell-side as it identifies ways to support the continued growth of TV investments,” said Jo Kinsella, EVP and CRO, TVSquared.
“Ampersand is playing a leading role in unifying TV – from transparency and measurement to scale and precision across its audiences. Its position in the market unlocks performance at scale, which will make a huge impact on shifting TV to become more measurable, accountable and outcomes-driven.”
Ampersand is an audience-based multi-screen TV advertising sales and technology company owned in partnership by Charter, Comcast and Cox. Edinburgh-based but with office in New York, TVSquared is a leader in TV attribution, bringing better accuracy to advertisers in more than 70 countries.