TVSquared, the Edinburgh company specialising in TV measurement and optimization, has acquired wywy, a provider of real-time spot-detection technology, headquartered in Germany. The acquisition also marks the opening of TVSquared’s Munich office, providing ground support for Germany and other European clients.
The acquisition combines TVSquared’s ADvantage TV attribution platform with wywy’s automated content recognition technology. ADvantage users can now access real-time, accurate, spot-detection data within the platform, making time to TV insights even faster.
TVSquared’s technology enables advertisers see their spots, analyze performance and know if their investments have worked or not, all in real-time. Leveraging those insights, TVSquared customers can then optimize campaigns and fine-tune TV strategies to increase sales.
Calum Smeaton, CEO 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 unrivaled level of speed and accuracy to the process. With even faster time-to-results, ADvantage is the most robust, end-to-end tool for optimizing TV strategy and performance.”
On TVSquared’s expansion into Germany, Smeaton added:
“Germany is a strong TV market. It’s 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.”