Premium publishers
Run across 20+ publishers, including NBCUniversal, Paramount, Fox, Roku and Warner Bros. Discovery, from one platform.
CTV creative for Universal Ads.
Universal Ads runs the TV. Upscale makes the ads.
Universal Ads puts your brand on 20+ premium TV publishers, with 100% of your budget going to media. Upscale brings the creative: new concepts and finished ads, ready for Ads Manager.
1 month of free CTV creatives for Universal Ads. Four 30-second ads and four 15-second ads.
Why brands run on Universal Ads
Your customers are watching TV.
Comcast built Universal Ads to make TV as easy to buy as social. Reach up to 90% of US households. Start at $100, with no contract and no agency.
100% media
No platform fees. No managed service or measurement markups. Every dollar reaches the screen.
Measured in sales
The Universal Ads Pixel tracks up to 18 site actions. Partners like Haus, Measured and WorkMagic prove incremental lift.
Universal Ads customer stories
Brands growing on Universal Ads.
Jones Road BeautyUpscale customer
90%+ of incremental revenue came from first-time buyers
A four-week Haus geo-holdout test showed a 6% lift in sales among new customers.
“The results spoke for themselves: a 5.96% lift in new customer orders, well below the CPIA target, with more than 90% of incremental revenue coming from new customers.”Noah Gramitt, Measurement Strategy Lead, HausRead the case study on Universal Ads ↗
Aura House
60% decrease in CPA
Raised ROAS 174% in four weeks. CTV is now 15% of its media budget, ahead of Google.
“With Universal Ads, we were able to directly access premium TV inventory without added fees which translated into efficient new customer acquisition.”Adriano Caccamo, Head of Growth, Pathfinder BrandsRead the case study on Universal Ads ↗
Free Fly
10.9% incremental order lift
Beat its existing CTV partner in a six-week Measured test: 5x the lift, 2x the iROAS.
“The test proved Universal Ads to be extremely efficient - driving a 50% lower cost per incremental order than competitors.”Melanie Meadows, Growth Marketing Manager, Free Fly ApparelRead the case study on Universal Ads ↗
Neuro Gum & Mints
68% lower CPA across platforms when halo channels were included
About 63% of incremental sales landed on TikTok Shop and Amazon, not the brand site.
“WorkMagic showed us that CTV was doing far more than driving DTC clicks. Seeing the halo effect across platforms is what made Universal Ads a successful addition to our media mix.”Brooke Cullison, VP of Media & AcquisitionRead the case study on Universal Ads ↗
Milk Makeup
4.4% total sales lift across every channel measured
A/B tested creative on TV. Orders rose 5.1% on Sephora and 5.9% on Amazon.
“TV gave us the scale to reach people we couldn’t reach any other way and turned that into real growth.”Zanna Roberts Rassi, Co-FounderRead the case study on Universal Ads ↗
QB1 Jerky
165% Lift in gross sales compared to pre-campaign levels
Its first CTV campaign hit a $7 cost per action by targeting football fans.
“Running our CTV campaign with Universal Ads was just as easy as launching on social platforms like Meta and TikTok.”Grant Cohen, Chief Growth Officer, Victory SnacksRead the case study on Universal Ads ↗
Universal Ads creative specs
What a Universal Ads creative needs.
Ads Manager checks every file on upload. Off-length files lose inventory.
The file
- 1920×1080, 16:9
- Exactly 15, 30 or 60 seconds. A 30.5-second file counts as 31.
- Audio at −24 LUFS, 48 kHz
- H.264 .mp4 or .mov, 10 Mbps or more
The ad
- A hook in the first 2–3 seconds
- A voiceover
- Brand and URL early and often
- An end card with a clear call to action
- A QR code, if it helps
Every Upscale ad ships to this spec.
What Upscale adds
We bring the creatives.
Start with the Universal Ads generator. Scale with Upscale. Creative OS plans what to make. Our Creative Team makes it. You approve every ad before it runs.
- New conceptsFive distinct creative concepts, each built around one reason to buy.
- Finished CTV adsTV-quality 16:9 ads made from your products and existing assets.
- Fresh versionsNew hooks, offers and cutdowns. Universal Ads runs more than one creative per ad set, so every test has something new.
| Compared | Universal Ads AI generator | Upscale |
|---|---|---|
| Lengths | 15 seconds | 15 and 30 seconds |
| Starting point | One hero image and a script of up to 200 characters | Your products, footage and past ads |
| Concepts | Four previews, one render | Five distinct creative concepts |
| Made by | AI | Creative OS plans. Our Creative Team makes. |
| Per run | One 15-second ad | Eight finished ads a month: four :30s and four :15s, free for the first month |
Built for testing
More creatives, more tests.
- Run several creatives per ad set.Ads Manager reports results down to each ad.
- Live ads can't be edited.Every refresh is a new creative, so plan in batches.
- Eight new creatives a month.Four :30s and four :15s, ready to rotate in.
Sewing Down South
7 creatives tested over the holidays
The winner was a social asset with a text overlay. The campaign reached 2.8M unique households.
“Universal Ads showed me that you can advertise nationally on television - even during the holidays - as a small business. And for me that meant the world.”Craig Conover, Co-FounderRead the case study on Universal Ads ↗
CTV creative by category
See what CTV looks like across brands.
Apparel
Also: Stately · Hollow Socks
Explore the showcase
Home
Also: Canopy · Revival Rugs
Explore the showcase
Beauty
Also: Jones Road Beauty · Pvolve
Explore the showcase
Health
Also: SmileSet · Arrae
Explore the showcase
Food
Also: Gardencup · Once Upon A Farm
Explore the showcase
Food
Also: Momofuku · Once Upon A Farm
Explore the showcaseMade by Upscale
TV-quality creative for different reasons to buy.
See the idea behind each ad.
The creative challenge
One product. More stories worth telling.
A new customer needs an introduction. A careful shopper wants proof. Creative OS finds the stories worth making.
4Customer perspectives
6Creative concepts
2TV durations
48possible creative directionsCreative OS helps you choose what to brief.
Turn any option off. Watch the plan get smaller.
Creative Matrix
Find your next creative direction.
Every ad sits in a square: who it's for and the idea behind it. See what's working, open a square to see why, and turn an empty one into a brief.
Below brandAbove brandOpenBrand: 5.8x across 29 creatives
Persona
Demonstration$6,900 · 4.3x
Product Discovery$4,700 · 7.5x
Problem & PainNo creatives yet
Lifestyle$5,400 · 6.2x
Busy Parent$5,500 · 6.7x
Design Lover$3,900 · 8.7x
Careful Researcher$4,300 · 2.2x
Deal Seeker$2,500 · 4.6x
Gift Giver$800 · 7.9x
1
Scale it11.2x on only 11% of spend. 2 creatives. Make more.
2
Refresh it20% of spend, the largest share, at 1.3x. Same persona, new idea.
3
Fill the gapA whole concept family has no creative. Nothing tested yet.
- Persona
- Design Lover
- Concept family
- Product Discovery
- Showing
- Top creative · 1 of 2
- Status
- Approved
SPEND$1,0806% of brand spend
IMPRESSIONS34,839Last 30 days
CPM$31.00Last 30 days
ROAS11.2xBrand 5.8x
CPA$64.00Brand $123
CPV$1.62Brand $2.55
ROASCPVDay 1 to day 30
Scale it Above brand. Make more creatives like this one.
Pick the square.
No creatives yetGenerate briefs →
Why this square: a persona you can reach, with an idea you haven't tried.
Start from what you know.
CARRIED FROM THE MATRIX
Careful Researcher. Reads every review. Wants proof before buying.
Problem & Pain. Leads with a problem, mistake, warning or objection.
3 videos added
Fall push for the washable line. Answer the fear that it won't hold up to daily family life.
Get the full brief.
- Opening
- The spill everyone's afraid of, in the first 5 seconds.
- Proof
- Pour, wash, dry. One take, no cuts.
- Story
- Fear → product → demonstration → result → brand.
- Format
- 16:9 · 15s and 30s
- Open
Gap found
Relevant persona. No creative.
- 2 briefs
Brief approved
Creative Agent drafts. Your team signs off.
- In production
Ads made
Our Creative Team builds the 16:9 ads.
- 3 approved
You approve
Your team launches on your platform.
- 8.4x$940 · 3 creatives
Results return
The square fills in with real numbers.
Then the Matrix shows you the next square.
Get free CTV creatives →From brief to storyboard
From customer question to finished ad.
Follow one Canopy ad from first scene to final frame.
Canopy · Nursery storyboard
A product story, scene by scene.
Open in a familiar nursery setting. Give the viewer a customer moment they can recognize.
Creative jobIntroduce the customer’s question.
The finished work
Watch the nursery story.
Creative Agent + Creative Team
A clear plan. A team that makes it.
Creative OS plans it. Our editors make it. You approve it.
Find the story.
Map customer questions to concepts. Choose the direction worth developing.
Review the plan.
Align on the proposition, proof, opening, scenes and ending.
OpeningProofNext step
Make the creative.
Turn approved concepts and your assets into new TV ads.
Approve every ad.
Review every detail. Get the final ads.
✓Brand approved
Mission Control
Every brief and every ad, in one place.
See what’s proposed, what’s in production and what’s approved.
Get started
Two ways to start.
Both paths include 1 month of free CTV creatives for Universal Ads: four 30-second ads and four 15-second ads.
Already on Universal Ads
- Create your Upscale account.
- Approve your first creatives.
- Upload them to Ads Manager.
New to Universal Ads
- Create your Upscale account.
- Apply for matched spend credit.
- Open your Universal Ads account and name Upscale as your partner.
FAQ
Questions, answered.
What's in the free month?
Four 30-second ads and four 15-second ads, made by our Creative Team for your Universal Ads campaigns. Every file is 1920×1080 at exactly 15 or 30 seconds, ready to upload to Ads Manager. You approve every ad before it runs.
Do I need a Universal Ads account first?
No. New to Universal Ads? Create your Upscale account, then open your Universal Ads account. Already advertising? Create your Upscale account and upload the ads we make to your Creative Library.
Who buys the media?
You do, in Universal Ads Manager. Upscale makes the creative. Your account, budget and targeting stay yours.
Universal Ads has an AI video generator. Why add Upscale?
The generator builds a 15-second ad from your website or brand assets in minutes. Upscale plans distinct creative concepts and our Creative Team makes finished 15- and 30-second ads from your products and footage.
Will the ads pass Universal Ads' specs?
Yes. Every ad ships as a 1920×1080 file at exactly 15 or 30 seconds, with audio at −24 LUFS.
What does Universal Ads cost?
Campaigns start at $100, with no contract or upfront commitment. Media is bought on CPM, and 100% of your budget goes to media.
Can I use my existing footage?
Yes. Product footage, creator content and past ads are a starting point. We review them against each concept and tell you if anything is missing.