Bringing Performance to Connected TV Advertising
Interactivism designed and helped develop tvScientific’s new disruptive AdTech platform by bringing performance-based methodologies and ease-of-use to Connected TV advertising
Expertise
Strategy, Research, UX/UI Design, Engineering
Deliverables
Personas, Flows, Wireframes, UI Design, Design System, Code (React)
Platforms
Web, Storybook, Figma
TV advertising is a $72 billion market traditionally dominated by roughly 500 national advertisers. However, as viewership is shifting from cable and broadcast to streaming TV, advertising in this channel is becoming accessible and measurable for businesses of all sizes.
Connected TV (CTV) includes streaming services like Hulu, Peacock, and Prime Video. Because these platforms serve their content over the internet, the viewing experience can be instrumented and measured just like search or social media advertising.
Making TV Advertising Measurable
Using proprietary, deterministic ID technology to attribute ad exposure to outcomes in an approachable and scalable way, tvScientific makes TV advertising accessible and measurable for brands and apps of all sizes.
For example, a viewer sees a Domino’s ad on TV and, 20 seconds later, pulls up a Google search, clicks a link for a local Domino’s store, and orders a Pepperoni Pizza. All these touch-points are tracked in the tvScientific dashboard, showing that the TV commercial directly inspired an order, even when the last click came through a separate channel.
We turned off CTV for a couple of days and saw a decrease in performance. That prompted us to quickly devote 18% of our media spend on CTV with tvScientific
Brittanie Williams, CMO, Earnin
Continuous Delivery
Interactivism started working with the tvScientific founders when they started out in 2020. To this day, our engagement is ongoing, and we provide a full range of design services, user research and testing, and front-end development support.
Our process is continuous, collaborative, and iterative – managing parallel product design and development tracks and supporting day-to-day feature enhancements as well as longer-term strategic initiatives.
Prototyping and user feedback are critical parts of the process. We rely on a panel of internal and external users to test new features and enhancements. This way, before committing development resources, we validate that users find the latest features useful and easy to use.
2020
Starting in 2020 and launching in the spring of 2021, Interactivism designed and helped develop the tvScientific platform’s original campaign creation experience along with the company brand identity and website.
tvScientific Logo emphasizes overlapping screens of seamless, device-agnostic delivery
tvScientific Marketing Website
Enter campaign details – tvScientific Campaign Creation
Set geo targeting – tvScientific Campaign Creation
Select inventory – tvScientific Campaign Creation
2021
In 2021, the focus was on platform feature enhancements, primarily in audience and inventory targeting capabilities, and optimizing reporting and data visualization for a more sophisticated audience.
Data Visualization – Path to Purchase (Sankey)
Data Visualization – CTV vs. OTT
Data Visualization – Frequency vs. Time
Dashboard Exploration – KPIs
Dashboard Exploration – Time Series
Dashboard Exploration – Filters
2022
In 2022, Interactivism continued collaborating with the tvScientific team on feature enhancements and designed the customized experience for NBC Universal’s Peacock Ad Manager. We also facilitated a workshop to develop Proto Personas for the platform.
Enter campaign details – Peacock Ad Manager theme
Select inventory – Peacock Ad Manager theme
Upload creative – Peacock Ad Manager theme
Pete Performance, Proto Persona 1
Megan Marketing Manager, Proto Persona 2
Andrew Analyst, Proto Persona 3
2023
In 2023, we launched a new Registration & Onboarding process and Business Manager – enabling self-serve account setup, user management, and billing functionality for advertiser and agency customer organizations of all sizes.
What type of business – Registration & Onboarding
Tell us about your organization – Registration & Onboarding
Set up your first advertiser – Registration & Onboarding
2024
In 2024, drawing on customer feedback and analytics, we embarked on the first major refactoring of the original campaign creation flow by integrating tvSciQ – a mix of artificial intelligence and data science.
tvSciQ – applying AI and data science for intelligent campaign creation
Designing for Progressive Disclosure
A core design challenge was to create a product user experience that serves users with different needs and tolerance for complexity.
- Sophisticated marketers with extensive experience using digital performance marketing platforms like Google Ads and Meta Ads who want access to advanced functionality.
- Novice marketers who are relatively new to digital advertising and prefer a simplified user experience to get started.
The solution was to create a user interface with two separate paths for users to choose from:
- Manually create a campaign with advanced targeting and inventory options.
- Follow a simple, guided path, where, after providing some basic information and uploading videos, the tvSciQ automagically creates a CTV campaign for the user.
Results
To date, tvScientific has raised 4 rounds of funding, totaling 56.4M.
The team of 5 in late 2020 has grown to over 100 strong by mid-2024.
tvScientific has launched and scaled CTV campaigns for some of the biggest brands in performance marketing, including Amazon, Calm, Foot Locker, Crocs, Masterclass, and Mattel.
The feedback from tvScientific customers has been overwhelmingly positive.
Marquee photo by Tim Mossholder