tvScientific Launches CTV Performance Advertising Solution for Gaming

tvScientific, providers of a performance advertising platform for connected TV (CTV), today launched a CTV performance advertising solution for the games industry, making its buying, measurement, and attribution solutions available to game publishers and developers.

Through tvScientific's CTV attribution platform, game publishers can now match CTV ad exposure to site visits and outcomes through a direct one-to-one deterministic ID match, without relying on extrapolations from small panels or samples. tvScientific's automatic optimization technology can then help game publishers achieve user acquisition goals while giving advertisers radical transparency and complete control over their data, including access to log-level events.

tvScientific worked with 15 game developers, including AppLovin, Big Fish Games, Rec Room, and Wildlife Studios, to create the platform. In beta testing, the platform's volume of installs grew more than 80 percent month-over-month for three months and delivered a return on ad spend that was on par with if not better than the advertisers' results on social media and search marketing channels.

"We have always wanted to advertise to television audiences because it gives us tremendous reach and allows us to drive brand affinity for our games, but until now we've had a difficult time quantifying the effectiveness of the channel," said Jerome Turnbull, vice president of growth at AppLovin, in a statement. "tvScientific gives us the ability to run our video ads across some of the best CTV inventory while measuring performance and optimizing our campaigns in the same way we optimize in-app, social, or search campaigns."

"We believe that CTV advertising represents the next frontier for game marketing," said Kent Wakeford, co-founder of tvScientific, in a statement. "We set out to take all of the guesswork and complexity out of CTV advertising by providing an extremely simple yet incredibly powerful platform that lets game marketers reach television audiences with precision and efficiency. As a result, we have transformed TV into a scalable marketing channel that delivers clear, measurable ROI to support the user acquisition goals of game marketers everywhere."

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