New TVSquared Tool Models Long-Term Benefit of Ads

Edinburgh-based television ad performance specialist TVSquared has announced a new addition to its ADvantage platform. The new ADeffect solution models the longer-term effect of TV campaigns, measuring their impact in the weeks and months following ad airings.

The firm, which in the last year has bought German tracking firm wywy, partnered with LiveRamp, raised $8m in funding and opened offices in Sydney, Miami and Tokyo, says the longer-term effect of a TV campaign is often two to five times higher than the initial response. The new tool promises advertisers 'an instant view of TV's extended impact', and help in measuring the impact of strategy changes, justifying future investments and analysing performance across markets and marketing channels.

CEO and co-founder Calum Smeaton (pictured) says of the launch: 'Traditionally, advertisers had to build and maintain time-intensive, expensive models to understand the true ROI of TV. We designed ADeffect to eliminate this reliance altogether. Taking into account Adstock and seasonality, ADeffect models the indirect, extended impact of advertising. Marketers now have an easy, fast way to get the results they need, when they need them - not months after the fact'.

Home page: www.tvsquared.com .