Adobe taps TVSquared for same-day reporting and optimisation
Details
Joseph O'Halloran
| 27 March 2018

In an effort to allow its Advertising Cloud customers to boost buys and measure ROI, Adobe has selected TVSquared to provide same-day TV analytics and optimisation insights for its clients.

The programmatic Adobe Advertising Cloud is designed to offer clients performance analytics, online attribution for cable, local and national TV buys and the ability to sync TV spots with paid search. All of which, claims Adobe, ensures campaigns deliver maximum returns.

TVSquared’s data sees use in discovering how TV campaigns are driving online response – by day, time, programme, genre, network, creative and audience – and make inventory reallocations to improve performance. Currently, over 30 Advertising Cloud clients already use TVSquared to evaluate their TV buys. The collaboration will soon include TVSquared SearchSync, which is designed to sync TV spots with paid search. This is said to allow advertisers to use Adobe Advertising Cloud Search to centralise buys to secure top search positions after TV spots air, taking advantage of high-interest moments, maximising TV-driven response and optimising search spend.

Commenting on the collaboration, TVSquared EVP and chief revenue officer Jo Kinsella, said: “We’re providing Adobe’s advertisers with the timely, performance-based insights needed to continuously optimise TV campaigns for response. Essentially, it’s enabling these brands to treat their TV investments in the same way they treat digital media – leveraging rapid time-to-insights to optimise performance in-flight.”

Added Todd Gordon, director of TV, Adobe Advertising Cloud: “As Adobe Advertising Cloud TV continues to transform what’s possible in TV advertising through greater automation and optimisation, a critical question is proving that new ways of buying TV drive better results. TVSquared is a leader in the TV attribution space and we are excited to accelerate our collaboration and enhance the value we deliver to our common clients.”