Early-stage growth support for an Edinburgh-based analytics start-up

TVSquared is an Edinburgh-based start-up (originally incubated in Codebase) providing analytics to help advertisers improve TV ad campaign performance and measure multi-channel responses. The platform enables brands and agencies to optimise ROI and campaign effectiveness. TVSquared later successfully exited to Innovid, which is now part of Mediaocean, a software and AI omnichannel advertising company, highlighting the impact of early commercial foundations.

The Challenge

TVSquared approached Robertson Collaborate in its early growth stage, prior to a US expansion. The team needed to define target audiences, strengthen messaging, and develop an initial B2B lead-generation and content strategy to support engagement with advertisers, agencies, and other key stakeholders.

The Solution

John worked closely with TVSquared in a fractional marketing role, advising and implementing the early-stage commercial priorities. Key areas of focus included:

• Market segmentation and identification of priority audiences
• Advising on messaging and content strategy
• Collaboration with agency partners to ensure digital channels and campaigns were aligned with GTM objectives
• Guidance on early lead generation initiatives to support scalable growth

All activities were aimed at establishing strong commercial and marketing foundations to support future expansion.

Key Contributions

• Advised on early-stage commercial priorities and audience focus
• Shaped messaging and content for senior decision-makers
• Collaborated with agency partners to align campaigns and channels
• Built and activated foundations for scalable B2B growth and lead generation

The Result

Through this advisory work, TVSquared strengthened its early commercial positioning and market focus, helping the business attract opportunities that contributed to its later successful exit. The company was acquired by Innovid (subsequently Mediaocean), and Robertson Collaborate held a small early EIS investment stake. Early GTM structures and messaging clarity supported lead generation and engagement with advertisers and agencies, creating a platform for scalable growth.