tvScientific, the leading performance advertising platform for connected TV (CTV), today announced the approval of a new patent continuation of our issued patent covering Scientific System and Method for Optimizing Television Advertising. tvScientific’s patented technology automatically optimizes TV advertising to meet advertiser-declared outcome goals, including cost per sale, cost per app install, cost per website visitor, cost per call, etc.
The newly granted patent relates to tvScientific’s suite of advanced ML and AI-based optimization technologies that automatically ingest signals from internal and external data sets and determine which sets of signals are driving success for a given campaign, through the use of advanced machine learning algorithms. The system then dynamically optimizes the campaign towards what is driving advertiser-declared outcomes, and away from what doesn’t, delivering a virtuous cycle for improving ROI for users of the tvScientific platform. Unlike the walled garden’s automatic optimization algorithms, tvScientific provides marketers with transparency into the granular details of campaign delivery, the relative performance of each channel, and the ability to control or overwrite spend allocations for any reason.
“For as long as TV has been around, the best advertisers could hope to achieve is delivering ads to TV audiences based on reach and frequency KPIs, targeted by indexes that approximate audience demographics based on what shows the audiences watched, as determined by a relatively miniscule panel of TV viewers,” said Jason Fairchild, CEO and co-founder of tvScientific. “This archaic system, in place since the 1950s, has resulted in a TV advertising marketplace that is dominated by just a couple hundred national advertisers (85% of the $63.1 billion TV Market), and has resulted in stagnant growth for years. Meanwhile, digital advertising in the US has grown to $269 billion, led by companies that have built their ad businesses on delivering measurable outcomes to advertisers. These outcome-based ad markets, led by Google and Facebook, have exploded, and now claim up to nine million advertisers.”
“TV Advertising 1.0 is finally coming to an end, and TV Advertising 2.0 will be built on principles that have seen the digital ad ecosystem skyrocket: democratized access, and outcome measurement/optimization,” continued Fairchild. “These two simple concepts will radically disrupt the TV Ad Market in a positive way, introducing the most impactful screen in the world to millions of advertisers that have been limited to advertising on small screen sizes in cluttered environments under the draconian control of walled gardens. TV Advertising 2.0 will be enabled by the ability to measure and optimize against advertiser-declared outcomes, and tvScientific’s patented technology is the cutting edge of this new technology frontier.”
tvScientific’s advanced algorithms learn rapidly, differentiating the impact of the TV media placements by offer, creative element or category of advertisers. This enables marketers to leverage deep platform experience to jump-start campaign performance, while optimizing ad delivery to deliver incremental business impact across CTV, OTT and other digital formats. The platform is interoperable with third party data sets, as well as third party measurement platforms.
This newly granted patent follows on the heels of tvScientific’s current patents on Scientific System and Method for Optimizing Television Advertising, System and Method for Scoring Audience Responsiveness to TV advertising; Audience Responsiveness Analytics Index for TV Advertising and System and Method for linking Activation on Consoles to Connected Television Advertisement Delivery.
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