Inside Performance Advertising with Jason Fairchild delivers unfiltered insights, strategic perspective, and hard truths from inside the evolving world of adtech.
Like any hot category, CTV has plenty of competitors. For that reason, I often get asked: How is tvScientific different?
To help frame my answer, let’s look at the two main categories of CTV buying platforms: (1) reach and frequency and (2) performance.
Reach and frequency platforms are the legacy DSPs — the first wave of programmatic platforms built to service the top ~500 brands and their agencies (this cohort of advertisers historically drove ~85% of linear TV ad spend). They helped extend linear TV budgets into CTV as audiences shifted. These companies are really good at programmatically spending money on a reach and frequency basis.
Frankly, we don't compete with these platforms. We are laser-focused on helping performance marketers that care about ROAS KPIs buy and measure TV the same way they buy and measure search and social. As brand marketers start to learn what’s possible in Performance TV, we will be glad to work with them. At that point, TTD or DV360 may consider us a competitor.
The other category is Performance TV. We have a few competitors here, and there will likely be more. When investors ask how we compare with the few companies in our space, it comes down to the following:
1. Advanced technology and a science-based approach.
We are a tech-first company with a huge R&D team dedicated to building the best science-based Performance TV tech in the world. We have eight issued patents (so far) around our TV outcome measurement and optimization tech. All of this advanced tech enables us to deliver superior performance. We even guarantee it.
Here's what sets our tech apart:
- Lightning-fast bid optimization engine. We have built a custom bid decision engine that is 10X faster than industry standard, enabling 10,000 inferences in 10 milliseconds. That's in the very bleeding edge of bidder technology, and enables tvScientific AI to leverage massive data sets in real time to make optimal buying decisions for each ad impression we buy.
- Patented device graph & household responsiveness index. We map the entire US based on ad responsiveness to specific types of advertisements. This patented technology drives superior performance.
- Real-time insights and optimization. Our platform delivers actionable insights and recommendations from audience, inventory, and creative campaign data to continuously improve performance.
- Advanced audience capabilities. We leverage advanced 1P and 3P audiences, including 150M credit card user transactions for targeting campaigns (enabling us to target users of competitive platforms for conquest). We also have a large partnership with TransUnion for advanced data sets to inform our AI models, enabling performance optimization against tens of thousands of data elements.
2. Radical transparency into all aspects of campaign delivery and performance.
You can't have science-based performance without total transparency. From media cost and delivery reporting (down to the log level) to attribution, incrementality, and data science support for large clients, we are second to none.
3. Flexible engagement models.
- Self-serve. Best-in-class self-serve — any marketer can be up and running on CTV in five minutes.
- Enterprise-grade managed service. For our larger customers, we have dedicated account teams, including data science support.
- Guaranteed outcomes. This is basically CPA for TV, with tvScientific transacting on actual outcomes.
4. Superior performance.
We are simply the best in the world at delivering against advertiser-declared objectives: sales, ROAS, CPI, brand lift, etc.
For example, Photobucket wanted to use a CTV campaign to gain new paid subscribers at an efficient CPA. tvScientific used behavioral, contextual, and intent data to reach high-propensity segments in moments of peak relevance and ran real-time optimizations to shift spend towards the best-performing audiences. As a result, the campaign drove a whopping 1,775 new paid subscribers and a 25% increase in audience engagement.
We have tons more case studies just like this, but really, all you have to do is test us vs. the other guys and you’ll see a huge difference.
tvScientific has already become the authority in Performance TV. We’ve built the model, earned the trust, and pushed the boundaries of what CTV can offer. For performance marketers who want TV to deliver measurable business outcomes, tvScientific is the gold standard.
Inside Performance Advertising with Jason Fairchild delivers unfiltered insights, strategic perspective, and hard truths from inside the evolving world of adtech—cutting through the noise to focus on what really drives outcomes. Subscribe here.
