tvScientific

2023 was an eventful year in the land of TV ad measurement, from buy-side demand for performance-oriented CTV campaigns to the dramatic competition between alternative TV measurement providers.

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers. 

TvScientific really wants digital marketers (and their wallets) to open up to the idea of CTV as a performance channel. So, the CTV ad platform unveiled a cost-per-outcome model to emphasize its confidence in CTV ads leading to conversions.

With over half of all TV now consumed via streaming services, measuring it in a granular way is possible for the first time. Given this newly-available feedback loop, Jason Fairchild, CEO and co-founder of tvScientific, shares how advertisers can actually apply the scientific method to TV advertising.

CTV scales. But does it perform? Matthew Koontz started his career at Arnold Worldwide before moving on to lead ad product teams at Hulu, Snapchat, Microsoft and Xandr (before the two merged) and WideOrbit. Koontz joined tvScientific in June, and he spoke with AdExchanger about why CTV is a “sweet spot” for performance marketers.

Most marketers agree that digital and social are performance channels, whereas they’re less convinced that performance marketing works on CTV because it’s a less interactive, lean-back experience. But CTV is a lot more like digital than many marketers think, said Jason Fairchild, CEO of TV performance marketing platform tvScientific. “CTV is like digital in that you don’t have to guess at what works – you know.”

On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.

TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Since the 1950s, marketers have instinctively bought into the power of TV advertising, despite the fact that we have never been able to effectively measure its impact. This somewhat inconvenient truth, coupled with the high cost of TV advertising, […]

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by tvScientific CEO and co-founder Jason Fairchild. The fastest growing segment of the $72 billion TV ad market is CTV advertising. There are dramatic changes happening within TV advertising, which has traditionally been dominated by roughly […]