TVSquared, a specialist in TV performance analytics and optimisation, has announced the opening of TVSquared Japan. The Tokyo-based offices will provide on-the-ground support for the world’s third-largest advertising market. TV ad spend is expected to reach more than $15 billion this year in Japan, and continue to increase through the 2020 Summer Olympics in Tokyo.
Localised for the Japanese market, TVSquared’s ADvantage platform measures the impact of TV spots and provides insights to maximise spend and optimise campaigns for bi-monthly and advanced, six-month buys. 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.
Calum Smeaton, CEO and founder, TVSquared, commented: “Japanese brands are looking at TV for performance vs. simply being a vehicle for reach. 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.”