At Universal Ads, our mission is to level the playing field for all advertisers – regardless of their size. As Head of Product Solutions and Enablement, I’ve had the privilege of working closely with our clients to better understand their needs and challenges on a granular level. Here are a couple ways that Universal Ads is tackling these challenges head-on and proactively leaning into changing the industry narrative.
One of the most encouraging aspects of our journey so far has been the positive feedback from our advertisers. They have praised the intuitive and easy-to-use user interface (UI) of our platform, which simplifies the process of buying TV ads. Our fully functioning help center has been a standout feature, providing support that many platforms only offer after reaching general availability.
Advertisers are also impressed with our ability to implement pixels and track lower funnel performance metrics like sign-ups and purchases, allowing them to run media against direct goals. Our direct access to premium content and premium publishers within the FreeWheel platform further enhances the value we provide. Moreover, the absence of platform fees means that 100% of their media spend goes towards their campaigns, offering the most efficient CPM – without any hidden costs.
Despite the positive feedback, we’ve also encountered challenges – which is entirely expected for a newer company. Some advertisers have indicated they’re not yet fully prepared to leverage our platform – whether due to budget constraints or creative readiness – and are currently exploring budget allocations to test it alongside other connected TV self-service platforms. They’re keen to evaluate the Universal Ads platform from a reach, CPM, and performance standpoint.
At Universal Ads, we’re deeply committed to fostering strong relationships with our clients from the outset. By immersing ourselves in every interaction, we’re able to seize each experience as an opportunity to learn and grow. Staying attuned to our clients’ evolving needs is paramount, and we work closely with partners, publishers, and agencies to provide a white-glove onboarding experience. Although we are a fully self-service platform, working closely with our advertising clients ensures that everyone can harness our platform and ask any questions they might have – empowering advertisers to manage their campaigns from start to finish, with our team available to support every step of the way.
Our Product Solutions and Enablement Teams play a crucial role in gathering feedback from the market and prioritizing it within our broader product team. We operationalize key areas of the business that require enhancement – this proactive approach ensures that we’re constantly launching new products and features every few weeks – whether it’s improving onboarding processes, accelerating advertiser approvals, offering creative services, optimizing performance, or refining measurement techniques. This team is dedicated to ensuring that every aspect of our platform meets the highest standards of efficiency and effectiveness.
The best part of our alpha phase has been learning from our advertisers. From small mom and pop stores to enterprise clients, their feedback is invaluable, and we’ve been quick to incorporate their product asks into our UI and overall user experience. For example: when small to medium-sized businesses expressed a need for bulk zip code targeting, we responded by developing a bulk zip code upload feature within just two weeks, streamlining the ad creation process.
At Universal Ads, we’re committed to empowering all advertisers, no matter the size, and providing them with the tools they need to succeed in TV advertising. By listening to their feedback and addressing their challenges, we are not only improving our platform but also contributing to the growth of the industry. Our dedication to this mission is a true testament to our belief in the power of accessible and efficient advertising solutions for TV buyers – both big and small.
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