MNTN Brand Lift Measurement, Powered by Upwave
Jacob Trussell | 4 Min Read
MNTN Performance TV has changed what marketers can expect from television advertising by allowing them to measure the direct impact of TV on conversions, site visits, and revenue. What’s been notoriously harder for TV to pin down though is what happens earlier in the customer journey. Television has always been one of the most powerful channels for building awareness and shaping brand perception, but proving it, with the same rigor performance marketers already get from MNTN, has historically meant treating brand lift as its own workflow.
MNTN’s integration with Upwave, the gold standard for brand lift measurement, makes attributing brand impact inseparable from how you manage your Performance TV campaigns, giving advertisers a complete picture of what their TV spend is doing. Upwave’s census-representative methodology and real-time dashboards do for the top of the funnel what Performance TV already does for the bottom. This brings the kind of precision performance marketers depend on to brand building, without adding a new vendor, a new contract, or extra cost.
The Power of Full Funnel Measurement
Brand lift is the measure of how your advertising moves the needle on the metrics that live above the conversion, like aided awareness, ad recall, favorability, and purchase intent. These are the kinds of metrics that tell you whether your TV campaigns are building something lasting with the audiences you’re reaching. With MNTN and Upwave, those metrics are no longer difficult to quantify, and measuring them becomes a natural extension of how you already run Performance TV, thanks to:
- Precise brand lift measurement: Track up to six brand metrics per study with methodology trusted by some of the biggest names in advertising.
- Full-funnel insights: Complement your existing measurement to get a complete view of how TV is performing at every stage, from awareness all the way through conversion.
- Added value and efficiency: Upwave’s brand lift measurement comes at no additional cost, with a simple setup directly from MNTN.
For MNTN campaigns that have already used the Upwave integration, the results speak for themselves. Across nearly 50 MNTN campaigns representing more than one billion impressions, 94% generated positive lift in at least one brand KPI and 85% outperformed Upwave norms.
Measured campaigns delivered average lifts of:
- +1.7% Aided Awareness
- +1.5% Ad Recall
- +1.1% Consideration
- +0.7% Favorability
The average lifts measured across those campaigns tell a clear story: Performance TV builds brands, and now you can see exactly how much, including which audiences, creatives, and strategies are driving the most impact.
How The Integration Works
With Upwave’s measurement capabilities seamlessly connected to the MNTN platform, every advertiser can initiate brand outcomes measurement through a simple, click-to-measure experience.
Setup is self-serve, and only takes a few minutes. From the MNTN Integrations page, connect to Upwave, select the campaign you want to measure, and your brand lift study launches in Upwave. From there you can manage setup, monitor your study, and see your results when they’re ready.
Getting a Clearer Picture on TV Performance
MNTN already gives advertisers a rigorous view of mid- and lower-funnel performance. Upwave fills in the rest. Together, they close the measurement gap that has kept top-of-funnel and bottom-of-funnel TV insights in separate places.
“Television is one of the most powerful channels for a brand to activate, but the outcomes need to be visible while campaigns are still running,” said Mark Douglas, CEO of MNTN. “By bringing Upwave directly into MNTN, we’re making it easier for advertisers to understand what’s working and optimize toward stronger results in real time.”
That visibility is what this integration was built to deliver. For brand marketers and performance marketers alike, the ability to see TV’s full impact — what it does to the pipeline and what it does to the brand — has historically required piecing together results from separate tools. Now it lives in one place.
“Marketers are increasingly looking to understand not just delivery, but impact,” said Chris Kelly, CEO and Founder of Upwave. “This integration makes brand outcomes measurement a seamless part of MNTN’s workflow, so teams can quickly see what’s working and optimize with confidence.”
The full picture of what your TV spend is doing is within reach — and on the platform you already trust. Connect to Upwave from your MNTN account to get started