TVSquared and Smartek launch ADvantage in Spain to improve the effectiveness of campaigns

This television attribution tool helps advertisers understand the direct response of their spots, optimize their TV campaigns and ensure the effectiveness of their investment in that medium in a transparent and impartial manner.

TVSquared y Smartek have partnered to offer advertisers the technology that allows them to analyze, on the same day the spot is broadcast, the effectiveness of TV campaigns by measuring the response in different channels: calls to the call center, site visits, app downloads, sending SMS... and thus be able to make investment optimization decisions.

Smartek clients will be able to access the TVSquared ADvantage tool to improve campaign effectiveness by determining which times, network, days or creatives best respond to the advertiser's objectives; as well as TVSquared Predict, a machine learning tool that allows investment simulations and budget optimization.

As part of its consulting services, Smartek will now offer TVSquared solutions with the aim of helping advertisers better understand how their TV campaigns are working, increase their effectiveness and improve ROI. On average, clients who use these tools improve the performance of their TV advertising campaigns by 20% to 80%.

Smartek's team of consultants, technicians and analysts will provide local support to clients in the implementation of the tools and in the interpretation and activation of the data offered by both tools.

According to Guillermo Navarro Marqués, founder and president of Smartek, "television continues to be, by far, the main medium in our country and, thanks to tools like ADvantage, TV can be integrated into the performance strategy and be part of the customer journey analysis as a fundamental touchpoint. With TVSquared, our clients will be able to use one of the most advanced offline attribution tools on the market."

For Jo Kinsella, Chief Revenue Officer of TVSquared and executive vice president, "the television advertising market in Spain is currently a dynamic space. Smartek's neutrality and experience in the Spanish media and advertising industry is incomparable, and we are very pleased to have partnered with them to help advertisers get the most out of their investments in television."