- Universal Ads launches the TV industry's first API partner program for creative and measurement solutions.
- The program features prominent partners like Canva, INCRMNTAL, and Triple Whale.
- Universal Ads aims to simplify TV advertising, making it more accessible to brands of all sizes.
Universal Ads has introduced an innovative TV Business Partner Program, marking a first in the industry by offering advertisers access to curated creative and measurement solutions. This initiative is set to transform TV advertising by providing brands, especially newcomers to the TV landscape, with tools to effortlessly construct, trial, and release TV commercials linked to quantifiable business results. The program's initial partners include Canva, Fairing, Haus, INCRMNTAL, Measured, Prescient AI, Spaceback, Triple Whale, Waymark, and WorkMagic, with more collaborations expected.
Through this program, Universal Ads is establishing its position as a central platform connecting advertisers with premium TV publishers. By collaborating with creative partners like Canva and Waymark, brands can quickly develop TV-ready commercials, replicating the speed and agility of social media advertising. Anwar Haneef from Canva highlighted the ease of producing engaging, scalable content for TV and other channels, emphasizing the shared objective of enhancing brand visibility across multiple platforms.
Once the creative content is aired, Universal Ads provides access to measurement tools from partners like Haus and INCRMNTAL to demonstrate the campaigns' business impact. Olivia Kory, from Haus, noted the alignment with Universal Ads in democratizing access to sophisticated analysis tools, offering advertisers precise insights into the effectiveness of their campaigns across various channels.
Greg Lieber of Universal Ads emphasized the goal of making TV advertising as straightforward as advertising on social media, providing brands with the necessary resources to achieve success on the platform. By offering an ecosystem of top-tier, tailored solutions, Universal Ads allows advertisers to create well-informed and influential advertising campaigns.
The program currently incorporates content from over 15 significant publishers, including A+E, AMC Networks, NBCUniversal, and Paramount, with plans for further expansion. Additionally, Universal Ads has launched a $5 million Incrementality Fund to support online merchants in leveraging TV advertising, demonstrating its commitment to enhancing accessibility and efficiency in the TV advertising space.
