TVSquared Expands to Japan

Scottish ad measurement and optimization firm TVSquared has expanded to Japan with the opening of an office in Tokyo.

TVSquared's Advantage platform brings same-day campaign measurement and ad optimisation to the global TV industry, working with more than 700 brands across more than 70 markets. Already with offices in Edinburgh, London, New York, Los Angeles, Miami and Sydney, last November the firm acquired German television ad tracking specialist wywy for an undisclosed amount. More recently, it raised $8m in expansion funding.

In Japan, where TV ad spend is expected to reach more than $15 billion this year, Advantage has been localised for the market. CEO and founder Calum Smeaton (pictured) comments: 'In the last year, we've worked with dozens of Japanese advertisers to transform TV into a marketing channel that is measurable, optimisable, transparent and dynamic. While TV is unrivalled for brand awareness, it has also evolved into a major driver of direct response'.

Web site: www.tvsquared.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.