Bringing performance to Connected TV advertising
Designing and building tvScientific's AdTech platform, bringing performance-based CTV advertising to brands of all sizes.
The Opportunity
TV advertising is a $72 billion market historically dominated by a few hundred national advertisers. As viewership migrated from cable and broadcast to streaming services like Hulu, Peacock, and Prime Video, the viewing experience can be instrumented and measured just like search or social media advertising. tvScientific was founded to capitalize on this shift, using proprietary deterministic ID technology to attribute ad exposure to real-world outcomes.
Our Engagement
Interactivism joined the tvScientific founders at the company’s inception in 2020. The engagement has remained ongoing, covering the full spectrum of product design, user research and testing, and front-end development. Our process is continuous and collaborative, running parallel design and development tracks that support both day-to-day feature work and longer-term strategic initiatives. Prototyping and user feedback loops are embedded throughout.
Brand identity
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
The Design Challenge
A central design challenge was building a product that could serve two very different types of users: sophisticated performance marketers familiar with Google Ads and Meta Ads who want advanced controls, and novice advertisers who need a simplified path to get started quickly. The solution was a dual-track interface — a manual campaign creation path with full targeting options, and tvSciQ, a guided flow that automagically builds a CTV campaign after the user provides basic information and uploads video assets.
Visualizing the Path to Purchase
Proto Personas
Results
tvScientific has launched and scaled campaigns for brands including Amazon, Calm, Foot Locker, Crocs, Masterclass, and Mattel. The company grew from a team of five in late 2020 to over 100 by mid-2024, raising four rounds of funding totaling $56.4M. On February 17, 2026, tvScientific was acquired by Pinterest.