Universal Ads has released new research showing that pairing streaming TV advertising with social media campaigns can significantly accelerate growth for emerging brands. The study, conducted with MediaScience, examined how exposure to ads across both environments influences what viewers remember, how they feel about brands and whether they intend to make a purchase. The findings point to a notable advantage for companies that are newer to the market or have limited identity recognition when they run campaigns across both channels rather than relying solely on social media.
James Borow, Vice President of Product and Engineering at Universal Ads, said the results clearly show how powerful this combination can be for companies seeking fast growth in crowded markets. “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,” he said. Borow added that Universal Ads is making high quality streaming TV inventory accessible and affordable, giving brands of any size the ability to enter spaces that were once limited to the largest advertisers. He noted that by doing so, streaming TV becomes a tool for expanding market share and accelerating brand momentum.
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The research demonstrated that showing consumers ads across both streaming TV and social channels produced a substantial lift in purchase intent. When streaming TV impressions were added to social exposure, purchase intent rose by almost one quarter. For brands still building recognition, running two streaming TV ads generated a more pronounced effect, lifting purchase intent by one third compared to a single social media placement. The increased exposure helped reinforce messaging, improve understanding and encourage stronger consideration.
Brand recall results were equally striking. Viewers who saw the same brand across both environments were almost three times more likely to remember it without prompting than those who only saw social ads. When streaming TV was combined specifically with video ads on social media, unaided recall grew to five times the level of social only campaigns. This suggests that the dual channel strategy reinforces memory pathways and keeps emerging brands top of mind in ways social alone cannot match.
The study also revealed meaningful improvements in brand perception. Emerging brands saw more than double the lift compared to well known brands when their ads appeared in both settings. The dual exposure gave consumers more opportunities to understand the brand story and form deeper associations, helping newer entrants compete with established players.
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MediaScience conducted the research with more than four hundred thirty participants in both controlled lab environments and real home viewing situations. People were shown an equal mix of thirty second ads from established and emerging brands across social platforms and streaming TV. Their responses were measured using biometric indicators, including eye tracking, along with a survey that captured recall and emotional reaction after viewing.
The overall results highlight the growing importance of using streaming TV alongside social media to build awareness and drive growth. For emerging brands in particular, the combination strengthens visibility, enhances credibility and delivers more persuasive advertising outcomes.
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