TVSquared | M&M Global


Business Name: TVSquared


 Twitter: @TVSquared

 Sector: Adtech/Martech

Based In: Edinburgh (headquarters), London, New York and Los Angeles

Regions Covered: Global

Founder (LinkedIn Profile): Calum Smeaton

What do each of you do?

As both the founder and CEO of TVSquared, Calum is the visionary behind the company’s TV attribution technology. He is a hands-on leader and works closely with TVSquared’s 30+ employees, located across the world, to change the way brands and agencies measure and optimise TV ad campaigns.

 Who are your major backers? 

TVSquared is a privately owned company.

What’s the track record?

Launched in 2012, TVSquared has grown exponentially, opening additional offices in London, New York and Los Angeles, and working with 350+ brands in 45 countries.

What’s the elevator pitch?

While TV is the most powerful advertising medium, it’s also the most inefficient in terms of measurement and optimisation. TVSquared was founded to change that – leveraging state-of-the-art analytical capabilities to provide TV insights that were thought to be “unknowable.” Its same-day TV attribution platform, ADvantage, gives advertisers the “who, what, when and where” of a TV campaign. Advertisers can now get a completely independent look at the total impact TV has on business and use those insights to optimise their overall TV strategy.

What does this mean? 

By taking the guesswork out of campaign performance and introducing a level of timeliness never before available, TVSquared is helping advertisers optimise ad buying, improve current and future campaigns and realise greater ROI due to better customer targeting and increased sales.

What makes your company different from its competitors? TVSquared is the only TV attribution player that:

  • Provides accurate, same-day TV attribution, which is truly disrupting a £117 billion global industry.
  • Provides objective campaign-performance analysis based on a client’s own data.
  • Delivers client results: on average, clients optimise TV campaigns by 25%+, reduce cost per response by 25%+ and increase sales and registrations by 30%+.
  • Provides a one-size-fits-all solution that works across every time zone, on every network and in every country of the world.

Who are your clients?

TVSquared works with more than 350 brands and advertising agencies across the world, including online travel agencies (OTAs), automotive and e-commerce companies and large network agencies. Whether our clients are new to TV or seasoned advertisers, TVSquared delivers meaningful insights week after week.

How will your company change the world?

TVSquared is doing something that the advertising industry never thought possible: making TV measurable. One customer described TVSquared as the “TV Holy Grail, making the unknowable, knowable.”

Who do you compete with?

While no one offers attribution technology even remotely similar to TVSquared, “competitors” include agencies that build their own TV measurement tools internally, as well as the significantly limited attribution solutions offered by some other providers.

Who should be worried?

Companies that consider themselves TV attribution providers, but offer extremely limited, inaccurate technologies, and agencies that continue to tell clients that TV measurement and optimisation are not possible. All those firms that think giving their clients a “report” six weeks after a campaign ran will soon feel the impact of the industry change that TVSquared is leading.

If you could choose any investor globally who would it be? 

We are lucky because our ideal investors are already investing in our company! They truly understand and appreciate market disruption and encourage innovation and risk.

If you could poach any member of staff from any company in the world who would it be?

We admire the founding members of Apple, most notably Steve Wozniak and the late Steve Jobs. They proved that, to change the world, you have to start with a blank sheet of paper and take risks. They also set the precedent that, to succeed, you have to know customers’ needs before they even know they need them.



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