Upwave and MNTN Deepen Integration to Automate Real-Time Brand Lift Optimization Across Connected TV Campaigns

Upwave, a leading brand outcomes measurement platform, has announced an expanded architectural partnership with MNTN (NYSE: MNTN) to integrate native brand lift tracking directly into MNTN’s advertising software suite. The deepened collaboration introduces a streamlined, click-to-measure technical experience, equipping omnichannel marketers with accelerated access to in-flight data insights regarding how their MNTN Performance TV campaigns influence consumer awareness, brand consideration, and key mid-to-bottom-funnel metrics.

The automated solution addresses a traditional operational friction point within the Connected TV (CTV) landscape, where brand impact evaluation has historically been decoupled from campaign execution. By embedding Upwave’s analytics engine natively into the MNTN campaign activation workflow, the partnership eliminates manual tracking setups and provides advertisers with a self-serve measurement interface. This structural integration allows brands to shift away from retrospective post-campaign reporting and adopt continuous, data-driven optimization strategies while their television spots are actively on the air.

Quantifying the Performance Television Lift Metric

The expansion follows an extensive validation phase analyzing campaign performance trends across the joint ecosystem. Across nearly 50 distinct MNTN campaigns representing more than 1 billion programmatic impressions, Upwave verified that 94% of analyzed media flights generated a positive statistical lift in at least one primary brand key performance indicator (KPI). Concurrently, 85% of evaluated campaigns outperformed Upwave’s industry norms.

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Verified Campaign Performance Benchmarks:

• Aided Brand Awareness: +1.7% average incremental lift
• Ad Recall Tracking: +1.5% average incremental lift
• Target Audience Consideration: +1.1% average incremental lift
• Brand Favorability Positioning: +0.7% average incremental lift

These benchmark metrics demonstrate Performance TV’s capacity to deliver measurable upper-funnel equity when paired with agile, modern verification infrastructure.

Future-Proofing Mid-Campaign Optimization Layer

As CTV matures into a cornerstone channel for corporate brand-building, the necessity for agile attribution modeling has intensified. Rather than relying on legacy research models that return consumer sentiment data weeks after a campaign has already concluded—leaving no opportunity to reallocate active ad spend—Upwave identifies exactly which specific audience segments, creative assets, and delivery networks are actively moving the needle while flights are live.

“Marketers are increasingly looking to understand not just delivery, but impact. 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,” said Chris Kelly, CEO and Founder, Upwave.

“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.”

The integrated brand outcomes measurement layer is available immediately inside the MNTN platform dashboard, offering an extensible, transparent framework for enterprise advertisers looking to scale their digital out-of-home and premium streaming video investments with absolute precision.