TVSquared, the Edinburgh-based ad performance analytics and optimisation company, is launching in Japan.

The move comes as advertising spend in the country is expected to reach more than $15bn this year and is set to increase in the run up to the 2020 Summer Olympics in Tokyo.

Localised for the Japanese market, TVSquared’s ADvantage platform measures the impact of television spots and provides insights to maximise spend and optimise campaigns, the company said.

“The platform offers multi-country, cross-brand analysis across the sales funnel by prefecture, network, channel, day, daypart, programme, genre and creative, and provides buy recommendations based on individual KPIs.”

It is used by more than 700 brands and agencies; it measures the impact of TV advertising, providing insights to optimise campaigns for response and maximise the efficiency of marketing spend.

“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,” said Calum Smeaton, chief executive and founder, TVSquared.

“While TV is unrivaled for brand awareness, it has also evolved into a major driver of direct response,” he said.

With offices in Edinburgh, London, New York, and Los Angeles, TVSquared expanded in Europe with its purchase of wywy. The acquisition brought real-time spot detection technology to ADvantage, making the time-to-TV insights even faster.

Earlier this year, the company £6m, bringing total investment in TVSquared to £15.4m. The round was led by private equity partnership, West Coast Capital, and supported by existing investors, including the Scottish Investment Bank.