Upscale AI, a startup formed by veterans from renowned tech companies, has received $5.5 million in funding to create performance-driven ads for streaming TV. The goal is to leverage generative AI and machine learning to optimize advertising for direct-to-consumer brands. Upscale integrates with brands' existing assets to produce effective ads that balance brand awareness and sales. With a significant portion of U.S. viewers now streaming TV, the founders see this as a major opportunity to transform an advertisement landscape traditionally dominated by platforms like Google and Meta.
"Google, or Meta, makes the majority of their money from driving performance outcomes. If we can take the biggest platform-streaming-and drive performance outcomes, we see a huge Trade Desk-like opportunity to be the leader in the space."
"We identified that streaming TV is the platform that blends the best of two marketing channels that used to be siloed," said Herman Yang, Upscale's CEO.
"Americans spend 36% more time watching TV than on social media...about 40% of total TV time is spent streaming," according to Nielsen analysis.
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