Overview
Curious how your campaign is shaping brand perception, not just direct response performance? MNTN partners with Upwave to offer a brand lift study that measures top-of-funnel impact, including ad recall, brand favorability, and unaided awareness.
Through MNTN's partnership with Upwave, eligible advertisers can compare responses from households exposed to their ads against a control group.
You'll receive your own Upwave login, giving you direct access to set up studies, launch measurement, and review results in the Upwave platform.
Before You Begin
Plan your study
Decide on study length, impression volume, and the spend needed to reach your impression goal.
Decision Point | Minimum | Recommended |
Study flight length | 30 days | 2-3 months |
Impression volume | 3 million impressions | 7–15 million impressions |
Consider study limits
You can include as many active MNTN campaigns in the study as you’d like. However, MNTN supports one active Upwave study at a time, per advertiser.
Account for existing exposure
A brand lift study compares two groups:
Test: Households that saw your MNTN ad
Control: Households that did not see your MNTN ad, and fit your target audience.
When possible, run the study on a new or unexposed audience. If you’ve advertised to the same audience or market before, some control households may have already seen your ads, which can dampen measured lift.
Target nationally
Regional campaigns aren't typically recommended, as they’re less likely to show lift. If you do target regionally, the target area must have a population of at least 10 million and use media market area-level targeting or higher. Zip code–level targeting isn’t supported.
Set It Up
This setup happens across the MNTN and Upwave platforms, as well as your email. Follow each step in order, and make sure you complete the required actions in both platforms so your study can track correctly.
1. In MNTN
If you:
already have an Upwave account for MNTN, skip to Step 2.
don't have an Upwave account for MNTN, request one following the steps below.
Sign in to MNTN.
From the account dropdown in the top right, select My Account.
In the left navigation panel under MY ACCOUNT, click Integrations.
Under Analytics Integrations, find Upwave and click Connect.
Click Yes, request access.
You'll receive an email from Upwave with your login credentials within about one business day.
⚠️Warning: Your activation link will expire after seven days. If the link expires, contact [email protected] to request a new user invite.
2. In Upwave
Add a new campaign
Using your existing Upwave account credentials, or the credentials Upwave emailed you, sign in to Upwave.
Optionally, invite any team members who should help with setup or access results later.
Enter these details:
Name: Use a descriptive name for this specific brand lift study, such as
26Q2 - MNTN - Orangetheory NationalFlight dates: Enter your study flight dates
Impressions: Enter your expected impression volume as a rough estimate
Country: United States
Channel: Connected TV
💡 Pro Tip: For best results, we recommend 7–15 million impressions over a 2–3 month study flight.
Set objectives and targets
Go to the campaign study Dashboard.
Under Required, click Set objectives and targets.
This form tells Upwave which KPIs you'd like to measure. For help completing the form, click here.
After you submit the form, Upwave will begin creating your study. All Upwave users will typically receive a survey draft for review and approval within 2–3 business days. If you don’t receive the draft after 3 business days, contact [email protected].
⚠️ Warning: Don't complete the Activate & Download Tags or Set Up Ad Server Reporting actions. These steps aren't required for MNTN's Upwave integration and may interfere with study setup.
From the campaign study Dashboard, copy or save the browser site URL.
You'll need this URL when connecting your study In MNTN below.
While you wait to hear from Upwave, complete the final setup steps in MNTN below. Your Upwave campaign study won’t launch until it's connected to your MNTN campaigns.
3. In MNTN
To connect your Upwave campaign study to your MNTN campaigns:
Sign in to MNTN.
If you:
haven't built the MNTN campaigns you'd like to connect to your Upwave study, do so now. Click here to learn how.
already have a MNTN campaigns you'd like to connect to your Upwave study, continue to the next step.
From the account dropdown in the top right, select My Account.
In the left navigation panel under MY ACCOUNT, click Integrations.
Under Analytics Integrations, find Upwave.
Click Continue.
The Add Upwave Study modal appears.
Under Upwave study URL, paste the newly created Upwave campaign study URL you copied from Upwave in Step 2.4.
Enter your Upwave campaign study dates:
Start date
End date
⚠️ Warning: Make sure the study dates in MNTN match the dates in Upwave. If you update your study dates later, update them in both platforms so Upwave can track impressions for the full study period.
Click Next: Attach campaigns.
The Add Upwave Study modal opens.
Search for the campaigns you'd like to connect to Upwave, then select their checkboxes.
Click Save.
5. In email
After submitting your objectives, you'll typically receive a survey draft from Upwave within 3 business days. Review the survey carefully before approving it.
You can request to update | You can't update |
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Complete tactic mapping (optional)
Complete Upwave's Tactic Mapping step if you'd like reporting broken out by individual creatives or audiences.
Each audience tactic needs 2 million or more impressions for a statistically significant performance read.
Quick Answers
Can I add a new campaign to my Upwave study after it launches?
Can I add a new campaign to my Upwave study after it launches?
Yes. Contact your MNTN team if you’d like to add a new campaign to an active Upwave study.
What happens if I make changes to MNTN campaigns connected to my Upwave study?
What happens if I make changes to MNTN campaigns connected to my Upwave study?
Any changes to connected campaigns are automatically reflected through the integration.
Next Steps
Once your survey is approved, Upwave will begin collecting responses and measuring brand lift. When the study concludes, you can review results In Upwave.