Universal Ads, which enables brands of any size to create, buy, and measure ads across premium video, introduced a first-of-its-kind TV Business Partner Program that presents advertisers with cutting-edge, hand-picked creative and measurement solutions to strengthen their media buys across inventory available via Universal Ads. This is TV’s first program that will allow brands, especially those new to the TV ecosystem, to access tools to build, test, and launch TV commercials while linking their campaigns to measurable business outcomes. The program launch partners include Canva, Fairing, Haus, INCRMNTAL, Measured, Prescient AI, Spaceback, Triple Whale, Waymark and WorkMagic with more to come.
As Universal Ads builds its role as a single access point to a wide range of premium TV publishers, the Business Partners Program gives brands access to high-impact creative and measurement partners. The program is designed to give third-party developers, and future platform partners the ability to work with Universal Ads advertisers on solutions that are tailored to drive success across premium video. This program will allow advertisers of all skills and sizes to move as quickly as they can with social media advertising, while also reaching audiences at scale, on TV — the biggest screen in the room.
For instance, if a brand is ready to start their TV advertising journey but creating a commercial is stalling them, they will be able to leverage the creative capabilities from partners like Canva and Waymark and others to easily and swiftly build and test TV-ready commercials or modify existing creative to reach new audiences.
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“Canva’s creative capabilities will make it easier for Universal Ads advertisers to produce on-brand content that captivates audiences and scales effortlessly across channels,” says Anwar Haneef, GM and Head of Ecosystem at Canva. “Our shared goal is to help brands break through on TV and beyond with seamless, high-impact creative. We’re excited to help brands show up with confidence — across the TV landscape and every platform where their audiences are.”
Then, once a company has their creative running across the premium video inventory available on Universal Ads, they can access measurement solutions to prove the significant business outcomes their campaigns are driving. With insights into brand lift, incrementality, conversions, and sales available through trusted partners like Haus or INCRMNTAL, Universal Ads is demonstrating how TV ads can impact a business’s bottom line.
“Haus was founded with a clear mission: to democratize access to world-class causal inference tools,” says Olivia Kory, Haus Chief Strategy Officer. “Our partnership with Universal Ads reflects that mission — they’re making TV advertising more accessible than ever, and together, we’re demonstrating how experimentation can power better decisions across premium video. With incrementality testing, advertisers can get a clear sense of exactly what’s driving the business on view-based channels and beyond.”
SOURCE: Businesswire