Step 1: Pick your campaign type

Before launching, decide the type of campaign:  

• Performance+: ensures your messages reaches the right audience at the right moment wherever they are watching TV to deliver real, measurable results  

• Content Select: reach your audience during the shows and live moments they are already engaging with to drive meaningful results  

Step 2: What’s your goal?

TV advertising works best when campaigns are aligned to a clear, measurable outcome.

Do you want to build brand awareness and visibility?  

Or drive specific actions such as site traffic or sales?

Step 3: Set your budget

You’re in control. Set your budget, see how it performs and adjust when needed. You can always start, stop, or pause ads at any time!  

Pro tip: Your bid is the maximum CPM we will use to deliver your ad. If you don’t know where to start, we recommend $10 and you can adjust over time to optimize performance.

Step 4: Reach your target audience

TV advertising delivers the precision of paid social. Define the audience you care about most to reach viewers most likely to engage.  

Target by zip codes, demographics, interests, and behavior or upload your own customer lists to include or exclude from campaigns.  

Pro tip: Avoid over-targeting and narrowing your audience too much. This may make it harder to deliver your goals. Stick to to 1-2 targeting layers max at first, then refine as you go.

Step 5: Upload your TV creative

You don’t need a production crew and massive budget to get your brand on TV.  

Some of the best-performing TV ads started as video content that’s already working on social!  

No video assets? Use our AI video generator that can turn your brand assets into TV-ready ads in minutes.  

Pro tip: Feel free to test distinct creative versions to see what works best!

Step 6: Measure what matters

Modern TV deserves modern measurement.  

Measure your impact with in-platform attribution and always-on reporting that lets you focus on the metrics that matter most.  

Want to prove the incremental impact of your campaign? We’ll connect you to our third-party measurement partners.  

Pro tip: the best results come from running for 4-6 weeks, or at a minimum 14 days. TV ads prove tend to be most effective when you hit reach your audience a few times over a steady duration.

The New Era of TV Advertising  

TV has evolved, and so should your strategy.  

Universal Ads brings together the impact of premium TV, the precision of paid social, and the accountability performance marketers expect, all while reaching up to 90% of US households.  

Still wondering how CTV fits into your growth strategy? Book a demo with our team to see how Universal Ads makes TV advertising simpler, measurable, and built to scale your business.