The Courier & Advertiser (Angus and Dundee)
TV adverts group moves into German marketplace
Deal gives advertisers a greater understanding of how their ads are performing
A technology firm chaired by serial Dundee entrepreneur Chris van der Kuyl has moved into the German marketplace after a bolt-on acquisition.
Edinburgh and New York-based Tvsquared has taken over spot detection technology specialist wywy.
The move brings together Tvsquared’s Advantage attribution platform with wywy’s automated technology to create a dynamic new force in the multi-billion advertising market.
It allows television advertisers to track the performance of their adverts in real time and know if their investments have worked or not.
The wider concept is to give advertisers the information they need to optimise their campaigns by fine-tuning their strategies to increase return on investment.
The group – which brought Mr van der Kuyl on as chairman last year – claims to improve clients’ advertising performance by between 20% and 80%.
Calum Smeaton, chief executive and founder of Tvsquared, said: “Getting accurate spot data quickly is a challenge for TV advertisers.
“Integrating wywy’s stellar spot detection into the Advantage platform brings an unrivalled level of speed and accuracy to the process.
“With even faster time-to-results, Advantage is the most robust, end-toend tool for optimising TV strategy and performance.”
Tvsquared said the clinching of the wywy deal also marked the opening of its Munich office, from where it plans to service both its German and wider European client base.
“Germany is a strong TV market,” Mr Smeaton continued.
“It has also been one of Tvsquared’s fastest growing regions. With the opening of our Munich office, we’re committed to providing on-the-ground support for our German brands, agencies and broadcasters.”
Tvsquared was founded by a group of data scientists in a kitchen in Edinburgh in 2012 and has since raised millions in growth capital and become a multinational concern.
The group’s platform is used by more than 600 brands, agencies and television networks to monitor the return on investment from single adverts and wider campaigns.
The group has received the backing of high-profile entrepreneur Sir Tom Hunter, whose West Coast Capital vehicle led a $6.5 million fundraising round in February of this year that saw the Scottish Investment Bank – Scottish Enterprise’s investment arm – pitch in with match funding.
business@thecourier.co.uk