Universal Ads Study Reveals Combination of Streaming TV and Social Media Ads Supercharges Growth for Emerging Brands

Brands new to streaming advertising see up to 2.8 times higher brand recall and a 24% lift in purchase intent when pairing streaming TV ads with social media ads.

PHILADELPHIA--(BUSINESS WIRE)--Universal Ads, which enables brands of any size to create, buy, and measure ads across premium video, today announced results of a study examining how exposure to advertising across streaming TV and social media positively impacts recall, perception and purchase intent. The results show that when combining streaming TV and social media ads, emerging brands see up to 2.8 times higher brand recall and a 24% lift in purchase intent compared to social-only strategies.

“The study results are clear: the combined impact of streaming TV and social media ads on emerging brands – companies that are new to streaming ads or do not have a strong brand identity – is significant, increasing attention while building memory and intent,” said James Borow, Vice President of Product and Engineering at Universal Ads. “Now with Universal Ads, streaming TV is much more easily accessible and affordable for any brand and has proven to be powerful tool that captures more market share and helps brands rapidly grow.”

Key findings of the study revealed that streaming TV:

• Increases Purchase Intent: Adding streaming TV exposure to social media increased purchase intent by 24%.
  • Two streaming TV ads provided a 33% lift in purchase intent for emerging brands as compared to one social ad.
• Boosts Brand Recall: Viewing an ad on both streaming TV and social media, unaided brand recall was 2.8 times higher than those exposed to social media ads only. In addition, pairing streaming TV ads with social video ads resulted in 5 times higher unaided brand recall.
• Improves Brand Perception – Emerging brands benefited from a 2.3 times higher lift in brand perception than well-known brands.

Conducted with MediaScience, the study examined more than 430 participants via in-lab and in-home environments. Participants were shown an even mix of 30-second ads from well-known and emerging brands in both social media and streaming TV environments. Then their viewing interactions were measured using biometric data such as eye tracking and a post-exposure survey.

For more information, download the study “Beyond the Scroll: How TV Drives Performance for Emerging Brands.”

About Universal Ads

Universal Ads enables any brand, of any size, to seamlessly make and buy commercials across premium video reaching new qualified audiences at scale. Universal Ads combines premium and brand-safe video content directly from the most influential media companies with the ease and familiarity of social ad buying. It is your one-stop shop for high-quality video ads delivering unmatched scale. Universal Ads is a part of the Comcast Corporation, a global media and technology company that connects people to moments and experiences that matter.