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A new study provides a compelling data-driven case for an integrated advertising approach, especially for brands looking to establish themselves in the market. Universal Ads, a platform that simplifies ad buying across premium video, has released findings from a study conducted with MediaScience. The research reveals that emerging brands achieve significantly higher performance metrics by combining streaming TV (CTV) advertising with social media campaigns, compared to relying on social media alone.
A Universal Ads study shows combining streaming TV and social ads supercharges growth for emerging brands.
The combined approach generated up to 2.8 times higher unaided brand recall than social-only campaigns.
Purchase intent saw a significant 24% lift when streaming TV was added to a social media strategy.
Emerging brands benefited more, with a 2.3 times higher lift in brand perception than well-known brands.
The study used biometric data like eye-tracking to measure participant engagement and recall.
Universal Ads positions its platform as a way to make this powerful CTV and social combo accessible.
The study demonstrates that streaming TV and social media advertising are not just complementary but synergistic. When participants were exposed to ads on both platforms, the impact on key brand metrics was substantially greater than the sum of its parts. The most striking finding was on brand recall: unaided recall was 2.8 times higher for the combined approach, and when streaming TV was paired with social video ads, that number jumped to 5 times higher. This indicates that CTF advertising creates a strong foundational brand imprint that social media reinforces. "The study results are clear: the combined impact of streaming TV and social media ads on emerging brands... is significant, increasing attention while building memory and intent," said James Borow, Vice President of Product and Engineering at Universal Ads.
Beyond top-of-funnel awareness, the study quantified the impact on commercial intent. The research found that adding streaming TV exposure to a social media plan increased purchase intent by 24%. Furthermore, it revealed a dose-dependent effect for CTV; two streaming TV ads provided a 33% lift in purchase intent for emerging brands compared to a single social ad. This data provides emerging brands with a clear blueprint for allocating budget to drive measurable growth and market share capture more effectively.
A key insight from the research is that emerging brands—companies new to streaming or without a strong brand identity—stand to gain the most from this integrated strategy. The study found that these brands experienced a 2.3 times higher lift in brand perception than their well-known counterparts when using the CTV and social media combination. This suggests that investing in a multi-channel video strategy is not just a tactic for large incumbents but a powerful lever for challenger brands to rapidly build credibility and compete effectively.
The findings from Universal Ads underscore a major shift in performance marketing, where premium streaming TV is becoming an essential component of a growth-focused strategy. For emerging brands, the path to rapid growth and improved market perception is increasingly clear: leverage the brand-building power of streaming TV to capture attention and combine it with the targeted reach of social media to drive action and intent.
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.
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