PHILADELPHIA, PA — A new study from Universal Ads shows that pairing streaming television advertising with social media campaigns sharply increases brand recall, perception, and purchase intent — especially for emerging brands entering streaming for the first time.
Universal Ads, a platform that helps brands create, buy, and measure premium video advertising, partnered with research firm MediaScience to evaluate how cross-channel exposure influences consumer response. The results point to a substantial performance lift when social ads are reinforced with streaming TV exposure.
According to the study, emerging brands saw up to 2.8 times higher unaided brand recall when combining streaming TV ads with social media ads compared with social-only campaigns. Purchase intent rose as well: adding streaming TV led to a 24% increase in purchase intent, and two streaming ads generated a 33% lift over a single social ad.
The impact extended to brand perception. Emerging brands — those new to streaming or lacking broad name recognition — experienced a 2.3 times greater improvement in perception compared with established brands when streaming and social were combined.
“The results are clear: pairing streaming TV with social media significantly increases attention and strengthens memory and intent for emerging brands,” said James Borow, vice president of product and engineering at Universal Ads. He said the findings underscore how accessible streaming TV has become and how powerful it can be when integrated into a broader digital marketing strategy.
The study included more than 430 participants in both in-lab and in-home environments. Researchers measured responses using biometric tools such as eye tracking and followed with surveys to gauge recall and intent. Ads represented an even mix of well-known and emerging brands across 30-second spots.
Universal Ads said the results offer evidence that combining the reach and engagement of streaming TV with the immediacy of social media can help newer brands accelerate growth, strengthen brand identity, and capture market share in crowded digital environments.
For the latest news on everything happening in Chester County and the surrounding area, be sure to follow MyChesCo on Google News and MSN.