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eBook—2020 Outlook: Top Trends Shaping TV Advertising


eBook—2020 Outlook: Top Trends Shaping TV Advertising

Learn about the opportunities the evolving TV landscape will present in 2020 and beyond.


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, contact us at

What is TVSquared?

Founded in 2012, with offices in Edinburgh, New York, Los Angeles, London and Munich, TVSquared is the gold-standard for TV measurement and optimization. Our state-of-the-art analytics platform offers timely insights on TV campaigns to help advertisers better target customers and increase sales.

Tell me about your attribution engine.

TVSquared ADvantage provides a unique perspective on how each TV impression drives revenue through online, mobile and second-screen for advertisers looking for real-time TV measurement and optimization. It provides continuous analysis that enables advertisers to know whether their campaigns are effective.

How does ADvantage work?

ADvantage runs auto-calibrated statistical models that measure the impact of every spot in a 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, brands and networks across the world.

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. While it used to take advertisers weeks to uncover campaign performance, TVSquared now gives them access to that information on the same day a spot airs. These timely, actionable insights in the hands of advertisers are invaluable.

What questions can advertisers answer?

  • What campaigns are working best?
  • What day and daypart are most effective?
  • What network is most effective?
  • What audiences are the most engaged?
  • Where are those audiences located?

Why is TVSquared different?

The biggest thing that differentiates TVSquared is that we are the only company that provides accurate, same-day analytics. Our platform automatically calibrates to detect the correct response profile of a campaign, and is the only system to accurately calculate the baseline (non-TV) level of activity for every minute of the day. While other systems take days, weeks or even months to generate performance insights, TVSquared produces near-real time 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 campaign success.

What benefits have advertisers seen using TVSquared?

Our customers improve TV effectiveness by up to 80%. By taking the guesswork out of campaign performance and introducing a level of timeliness never before available, TVSquared helps advertisers optimize 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).

Let’s Get More Technical

Where does the data come from?

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.

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 SMS, 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 new to TV, to major 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 data through the TVSquared self-service client portal.

Can the platform be supported in different areas of the world?

Yes; TVSquared works across time zones and in every country of the world.

Can I get a demo?

Absolutely! Contact to schedule a demo or click on the link below.

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