Universal Ads, a platform enabling brands of all sizes to create, buy, and measure premium video ads seamlessly, today announced the launch of its Incrementality Fund — a $5 million initiative designed to help e-commerce businesses drive incremental sales through TV advertising.
The fund provides qualified merchants with up to $50,000 in ad credits and services, including support with ad creative production and incrementality measurement solutions. Initially, the Incrementality Fund is available exclusively to Shopify Plus merchants, with plans to expand access to a broader range of businesses in the future.
“We know that TV advertising not only offers brands the scale they’re used to with social ads, but it can drive tangible results,” said James Borow, Vice President of Product and Engineering at Universal Ads. “With Universal Ads’ new Incrementality Fund, we want to show brands new to this space that TV ads work—and that the last dollar spent on social performs better when it’s supported by the first dollar spent on TV.”
Launched earlier this year, Universal Ads is a self-service premium video advertising platform built to simplify TV ad buying with the performance and ease of social media advertising. By eliminating traditional barriers such as high creative costs and complexity, Universal Ads is opening the door for digitally native, direct-to-consumer, and growth-stage brands to tap into premium video advertising.
Maurice Rahmey, CEO of Disruptive Digital, remarked, “Shopify Plus merchants are some of the most sophisticated marketers on the planet, but advertising on TV has always been overwhelming to most of them. With the Incrementality Fund, Universal Ads is making getting started with TV advertising as easy as social and helping to demonstrate the sales lift that TV can bring to them.”
Universal Ads enables brands to reach targeted audiences alongside premium content from more than 15 major publishers, including A+E Networks, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, Warner Bros. Discovery, and many more.
The Incrementality Fund follows Universal Ads’ strategic partnerships earlier this year, including collaborations with Ramp, providing Ramp’s 30,000+ customers access to TV ads, and Measured, a leader in incrementality-based measurement and optimization. Universal Ads continues to forge partnerships aimed at broadening premium video advertising access and effectiveness.
