Touch Of Modern’s Hum On The Importance Of TV Attribution

Touch of Modern Co-Founder & CEO Jerry Hum’s advice for direct-to-consumer brands is quite simple. He recommends having a diversified marketing portfolio and, if a company’s just spending on digital media, “definitely look at TV.” Performance has always been a priority for the retailer geared to millennial men “because we grew up in the digital […]

 
 

Creative Testing Unleashes Marketing Architects, Hultgren Says

Not all media agencies are on Madison Avenue. In the case of Marketing Architects, Minneapolis is the perfect place to be powering the next generation of TV ad. The independent agency was founded by Chuck Hengel in 1997 to create TV campaigns for businesses looking to reach major milestones.  In the last couple of years, […]

 
 

Comcast Spotlight Goes Down The Funnel For TV Attribution With TVSquared

A little over a year ago, Comcast Spotlight decided to assemble a measurement team to prove that linear television works beyond just upper-funnel performance metrics. The ad sales division partnered with TVSquared on a mission that is intended to extend to VOD and IP-delivered TV. “We absolutely know that we have to get beyond the […]

 
 

NCC Media’s Ivins On Real-Time Campaign Measurement, Attribution Partners

As television advertising measurement evolves from probabilistic to deterministic, it’s sparking a related evolution. The end result could be called high-speed marketing mix modeling (MMM) on cruise control. “I think we’ll get to the day where it’s always on, real-time measurement,” says Bob Ivins, Chief Data Officer of NCC Media. Not that long ago, MMM […]

 
 

Local TV Advertisers Find Results In Measurement: TVSquared’s Kinsella

Some may think local advertisers and TV networks are under-powered when it comes to ad-tech capabilities – but that isn’t necessarily so, according to a growing number of vendors serving a local market that is increasingly keen on data-driven solutions. One of them is TVSquared, a company helping brands learn how TV advertising is driving traffic […]

 
 

Tracking Incremental Reach Expands With ACR Data: FreeWheel’s Wallach

FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. “From a measurement perspective and understanding viewership and consumption, we are partnering […]

 
 

Comcast’s Zapata: Data-Driven Outperforms Constricted TV Buys

Advertisers need to open up a bit on the way they’ve been buying television so as to best maximize their campaigns, says Comcast Spotlight’s Andrea Zapata. “For us what we’ve learned is that our clients are traditionally buying us still in ways that they’ve been doing for years,” says the VP of Research & Insights […]

 
 

Shaped By DTC Brands, Ecosystem Embraces Television Ad Attribution: TVSquared’s Smeaton

When Calum Smeaton set out in 2012 to explore the nascent exercise of television advertising attribution, early clients were direct-to-consumer brands. Since then, other brands, agencies and media sellers/distributors have adopted the CEO & Founder of TVSquared’s vision, to the tune of 770 brands, agencies and networks in 70+ countries. In 2013 and 2014, direct-to-consumer […]