Adobe Advertising Cloud connects search with tv spots using TVSquared

TVSquared has been chosen by Adobe Advertising Cloud to provide same-day TV analytics and optimization insights for its clients, today announced the company. Adobe Advertising Cloud have now performance analytics, online attribution for cable, local and national TV buys, and the ability to sync TV spots with paid search.

“As Adobe Advertising Cloud TV continues to transform what’s possible in TV advertising through greater automation and optimization, 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,” said Todd Gordon, Director of TV at Adobe Advertising Cloud.

According to TVSquared, “TVSquared’s ADvantage platform is now available to customers of Adobe Advertising Cloud TV, the most widely used solution in the industry for automated, data-driven planning and buying of television advertising. Customers can leverage TVSquared’s data to see how TV campaigns are driving online response – by day, time, program, genre, network, creative and audience – and make quick inventory reallocations to improve performance.”

Currently, over 30 Advertising Cloud clients already use TVSquared to evaluate their TV buys. Now, those advertisers can easily leverage that data and optimize TV buys within the most widely used programmatic TV platform.

The collaboration will soon include TVSquared SearchSync, which syncs TV spots with paid search. This allows advertisers to use Adobe Advertising Cloud Search to centralize buys to secure top search positions in the minutes after TV spots air, taking advantage of high-interest moments, maximizing TV-driven response and optimizing search spend.

“We’re providing Adobe’s advertisers with the timely, performance-based insights needed to continuously optimize 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 optimize performance in-flight,” said Jo Kinsella, EVP and Chief Revenue Officer at TVSquared.