Scottish startup TVSquared has opened an office in Australia as its looks to tap into the $3.1 billion TV advertising market in the country.
Oceania is the adtech platform’s fastest-growing region and it has hired Praful Desai as business development director to lead the office. A former Dentsu Aegis Network employee, Desai was most recently the head of data and analytics for Vizeum Australia.
“TVSquared has grown exponentially in the last few years, which speaks volumes about the efficacy of same-day TV analytics for driving sales and ROI,” said Jo Kinsella, chief revenue officer and executive vice president of TVSquared.
“Our Australian customer base is pioneering the use of addressable and linear TV and looking to TVSquared to help drive performance and analytics. We are looking forward to continuing to grow our regional presence.”
The startup also has offices in Edinburgh, London, New York and Munich. It recently added a-time spot detection called SearchSync to its product suite. SearchSync detects when a TV spot runs and triggers a dedicated search campaign to secure the top ranking in the minutes following the airing to maximise response.
It also has another product called Advantage, which measures the impact of TV spots and provides insights to for brands, agencies and networks to maximise their spend and optimize campaigns from search to site visits, app activity and any other touchpoint.
The Drum recently spoke to marketers about how they can fully maximise the rise of programmatic TV in Asia Pacific.