Year: 2020

Categories
ad tech advertising Uncategorized Video

UNDERTONE HIRES ADVANCED TV INDUSTRY LEADER TODD COHEN TO SPEARHEAD VIDEO/CTV SALES

September 10, 2020, NEW YORK–(BUSINESS WIRE)– Undertone, the leader in data-driven, Intelligent High Impact campaigns across screens, today announced that it hired the breakthrough media visionary Todd Cohen as Vice President, National Video/CTV Sales. In this new role, Cohen will lead strategy across Video and Advanced TV, partnering with agencies and brands to take advantage of Undertone’s impressive new video suite.

Cohen brings nearly two decades of deep and broad experience in media, including leadership roles in Advanced TV, most recently at Samba TV. He was part of the team that pioneered bringing TV-to-digital targeting to market, and then the first team using ACR (Automatic Content Recognition) technology to reach TV audiences in digital. Cohen also has experience in both broadcast and cable television.

“Todd’s expertise and strategic vision make him the perfect person to lead Undertone and our advertisers into the future of video and CTV,” said Dan Aks, President of Undertone. “With consumers rapidly changing the way they watch video, there’s a tremendous opportunity for marketers.”

“If ever there was a ‘right company, right time’ moment, it’s Undertone and the creative innovation they can bring to the Advanced TV space” said Cohen. “Undertone is uniquely positioned to amplify the impact of advertiser messages across screens, combining the power of CTV and real time TV data with interactive creative.”

Undertone’s video offering includes a full stack of cutting-edge solutions that can meet and exceed any digital and video KPI. This solution set is the first of its kind to blend premium Connected TV placements, data-driven instream pre-roll, interactive pre-roll, video-first high impact outstream units, and social video across major platforms like Facebook and Instagram.

To tie all of their solutions together, Undertone leverages ACR TV data targeting capabilities from 23 million households in the US. This custom targeting allows brands to target those exposed to linear TV ads or content to digital devices within seconds. Undertone can also extend reach among elusive audiences that didn’t see their Linear TV campaign to CTV and digital.

“Todd is exactly the kind of sales leader we were looking for,” said Doron Gerstel, Perion CEO. “He is passionate, informed, respected and will be an inspirational member of our team at this moment when CTV is poised to take off.”

About Undertone:

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

Categories
ad tech advertising Brand Advertising brand awareness Creative High Impact

Undertone to Bring Its High-Impact Mobile Ad Units to the Ad Council’s #AloneTogether COVID-19 Campaign

Undertone, creator of cross-platform Creative Synchronized Digital Branding for the world’s most prominent brands, announced today that it will be supporting the Ad Council. The effort is designed to extend the reach and impact of critical COVID-19 response messaging focused on social distancing and mental health.

#Alone Together is a national campaign launched shortly after the crisis began to focus on the importance of staying home and social distancing to slow the spread of COVID-19. The campaign recently evolved to focus on the effects of isolation on mental health and provide resources at AloneTogether.com.

“We are all in this together,” says Undertone President Dan Aks. ”But even if you’ve heard it before, remember that the advertising industry has a unique set of tools and skills to help educate and inform people during an emergency like this pandemic. We have a moral imperative to deploy those skills on behalf of the public. It gives us pleasure to support the Ad Council’s efforts.”

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

For all press inquiries please contact Daniel Aks, President, Undertone daks@undertone.com

Categories
ad tech advertising Brand Advertising Content Digital advertising High Impact Uncategorized

Unconflicted, Unparalleled, Uncompromising – Undertone Adds Connected TV Offering to Its Powerful Suite of Solutions

(Business Wire- New York, May 6th) Undertone, the pioneer of Creative Synchronized Digital Branding, today announced the release of its new, complete CTV solution powering the delivery of cross-screen brand storytelling across all connected devices and channels.

This introduction comes at a critical time for brands, because consumers are spending even more time than before the pandemic on CTV, while continuing to watch their tablets, smart phones, and laptops independently and sometimes simultaneously.

Undertone’s CTV platform delivers videos across premium channels, enabling brands to synchronize their messages at every stage of the users’ individual journey.

Further enhancing this new solution, Undertone, in partnership with TVadSync, has the ability to leverage custom ACR segments on CTV to drive incremental reach for advertisers’ linear TV buys. If users have seen a brand’s linear TV or CTV spot, Undertone can retarget those audiences across its High Impact suite to drive mid- and low-funnel digital metrics.

In summary…

Undertone is the full-service activation partner the industry has been waiting for, capable of driving performance across the full funnel.

Undertone’s offering is unconflicted because its breadth of solutions means it can offer the best campaign for each client, as opposed to competitors whose offerings are limited to CTV products and can only sell a single solution.

Undertone is unparalleled, because its partnership with TVadSync enables the integration of ACR data into its platform, offering far more robust, data-driven measurement and retargeting capabilities across Connected TV and high-impact display than have been available.

Undertone is uncompromising, because it is resolutely focused on enabling brands to tell, optimize and track their stories across all channels in real time. 

“We believe that the addition of this CTV solution – in concert with our TVadSync partnership – offers the most technologically sophisticated and brand-friendly platform available” said Undertone President Dan Aks. “With cord-cutters and “cord-nevers” representing a growing number of current consumers – a solution that links CTV to digital video, supported by our high-impact units, is what marketers need to stay ‘in sync’ with the rapid evolution of viewing habits.”

Agencies and brands are encouraged to reach out to their Undertone representative or email info@undertone.com to learn more.

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

Categories
ad tech advertising Culture

Undertone’s Announces “From the Front Burners to the Front Lines” Initiative to Support Selfless Health Care Workers and First Responders Fighting COVID-19

(Business Wire New York, April 29th , 2020)   Undertone, whose cross-platform Synchronized Digital Platform makes it a leader in delivering advertising solutions for the world’s most prominent brands, today announced that it is enhancing their most recent “Community for a Cause” initiative for health care providers and first responders who are risking their lives on the front lines during this current global pandemic.

The first initiative in this program, “From the Front Burners to the Front Lines,” involves partnerships with non-profits in the six major U.S. markets where Undertone has offices. Undertone has made donations in each of these areas to support those responding to COVID-19. In addition to supporting these front-line workers, the donations are a win/win because they all support local restaurants, whose survival is threatened by the stay-at-home orders.

To provide additional support, Undertone will be teaming up with a number of their advertising partners to make additional donations for each campaign that launches in the current quarter. Donations will be made in the name of specific advertisers and will allow this program to bring aid outside of the markets where Undertone has offices, extending to the local communities around the country where our partners are based.

Here are the non-profits Undertone is currently working within each of their core markets:

  • Support and Feed in NYC.

https://www.supportandfeed.com/

  • Off Their Plate in Boston

https://offtheirplate.org/

 

  • Food It Forward in Washington DC

fooditforwarddc.com/

  • The Giving Kitchen in Atlanta

https://thegivingkitchen.org/

  • Frontline Foods in Chicago

https://donate.wck.org/give/279046/#!/donation/checkout?designation=137350

  • Dine 11 in LA

https://dine11.org/

“All of us are in awe of the courage and dedication exhibited by America’s health care workers,” said Dan Aks, Undertone’s president.  “We are privileged to make this contribution on behalf of Undertone, our associates, and our clients.  This is the first of many efforts that we will be launching as part of our “Community for a Cause” platform.

If you’d like to team up with us for our “Front Burners to Front Lines” initiative, reach out to your local Undertone Account Executive to find out how.

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

Categories
ad tech advertising Brand Advertising Content Creative High Impact Video

Undertone Announces Automated Content Recognition (ACR) Virtual Panel Discussion

(NY, NY April 28, 2020, Business Wire) Undertone has announced Undertone Anywhere, a series of virtual panel discussions across a variety of current industry topics. On May 6th at 2pm EST, Undertone will host their first event, Understanding ACR, which brings together a virtual panel of speakers including ACR providers, industry experts, and brand representatives who are leveraging ACR technology.

The ACR space has recently jumped right to the top of brand/client discussions with the onset of social distancing guidelines and the COVID-19 pandemic, due to changes in media consumption across almost every demographic.

In this 1-hour panel discussion, we’ll explore the current ACR landscape and address industry capabilities, ACR strengths, challenges, and opportunities that brands have when leveraging this data.

Here they’ll also discuss what the current events regarding the coronavirus have had and will have on ACR data, and what the future might look like for this technology.

The webinar will be held via Zoom Webinars, and you can RSVP to the event and access the live stream details HERE.

Panelists: Ronan Higgins: CEO – TVadSync; Ken Norcross: Director, Business Development – Vizio/Inscape; Chris Dexheimer: Manager, Digital Media & Audience Development – HBO; Alex Ingenito: Director, Digital – Horizon Media (A&E Network)

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

Categories
ad tech advertising Brand Advertising High Impact

Undertone Re-Certified Against Fraud for Second Consecutive Year

Undertone, the creator of cross-platform Creative Synchronized Digital Branding for the world’s most prominent brands, announced today that it has been recertified by the Trustworthy Accountability Group (TAG) for the TAG Certified Against Fraud Program for the second year in a row.

TAG’s Certified Against Fraud Program was launched in 2016 to combat invalid traffic in the digital advertising supply chain. TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA) and Interactive Advertising Bureau (IAB) and works collaboratively with companies throughout the digital ad supply chain to combat invalid traffic.

Undertone received the TAG Certified Against Fraud Seal for its compliance with TAG’s rigorous set of anti-fraud requirements. Undertone’s compliance underscores its support of the Program, as well as the company’s commitment to helping stop fraudulent traffic across the ecosystem.

Undertone was an important early participant in the TAG Certified Against Fraud program with its initial certification in May 2018.  This is the company’s second time through the recertification process, and Undertone continues to meet the program’s rigorous standards which are strengthened each year to meet new and emerging threats.

“We invest in keeping on top of every potentially harmful practice that attempts to corrupt the industry supply chain,” says Dan Aks, President of Undertone. “Our desire is to lead the industry on the right path, because cleaning up fraud is helpful for everyone.”

“To fight the criminals who profit from ad fraud, we must work together as an industry to set high standards, share information, and build a common set of defenses,” said Mike Zaneis, CEO of TAG. “We are pleased to recognize Undertone with its second recertification in a row for its efforts to fight digital ad fraud, and we look forward to continuing to work with them on this collaborative effort moving forward.”

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

Categories
ad tech advertising Brand Advertising High Impact Video

Undertone Creates Transparency in Automated Content Recognition (ACR) Market

(NY, NY March 12, 2020, Business Wire) Undertone, the creator of cross-platform Creative Synchronized Digital Branding for the world’s most prominent brands, announced today that as part of its effort to eliminate confusion and promote enhanced purchase practices surrounding Automated Content Recognition (ACR)  in the ad tech market, it has introduced an ACR Buyer’s Guide and accompanying Workbook for brands who are trying to buy smart TV viewership data intelligently.

It’s obvious that today’s US consumers are no longer single-source viewers and we have to follow them where they are. They may watch an average of 3 hours and 35 minutes of TV every day, but it is broken up by a whopping 6 hours and 35 minutes of digital time.*  Marketers know this, but struggle to identify data that follows this fragmented behavior. ACR is a welcome answer, but only if eager vendors don’t create yet another ad tech situation rife with misinformation and confusion caused by industry infighting and over complexity.

ACR is a relatively new and growing form of viewership data available in the marketplace, for which there are specific privacy rules. It is collected from smart TVs whose viewers have double opted in and can be used for omnichannel retargeting. But like everything else in ad tech, this data must be scrutinized by people who understand the space. For example, some vendors are offering data that is not collected directly from the TV sets, while others are offering data from TV sets outside the US. The numbers sometimes just don’t add up.

“Data acquisition is a complex business,“ said Dan Aks, President of Undertone. “It’s easy to be misled by either the scale or the quality of the data offered for sale unless you know what questions to ask the vendors, which include collection methods, activated/optioned-in TVs, data latency and much more. Not asking these questions leads to obtaining lower quality and less effective data for retargeting. Indeed, data certification start-ups are already forming.

“To help the marketplace make better decisions and prevent misinformation, Undertone is making our ACR Buyer’s Guide available for download here, and a Workbook that can be downloaded here.” Brands may download them and use them to make better decisions, whether they are Undertone clients or not.

“Our brand and advertiser clients are so hungry for good data captured from linear TV and available for real-time retargeting on digital platforms that we’ve sold 17 large deals just since the start of the year,” Aks continued. “We’ve got the trust of some big brands who came to us for omnichannel plans, and because we have all that experience, we’ve become authorities in this new data source. So for the sake of the industry, we’re sharing.”

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution, and creativity to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

Categories
ad tech advertising Brand Advertising High Impact Social Media

Undertone and Spaceback Announce Partnership To “Socialize” Programmatic Advertising

NEW YORK–(BUSINESS WIRE)–Undertone announced today that it has partnered with Spaceback, the first platform to deliver the engagement of social with the efficiencies of programmatic advertising by dynamically converting social media posts into high impact units.

The partnership means that brands and marketers will be able to automatically produce creative based on social media posts, which ensure unparalleled engagement of users, within minutes. Moreover, this new capability will enable marketers to easily update creative messaging during a campaign flight.

Spaceback will enable Undertone clients to effectively cut creative production times and costs, while delivering more effective and engaging advertising. This first to market partnership further solidifies Undertone’s expansive Synchronized Digital Branding platform through offering innovative products to clients.

“Spaceback has closed the gap between the impact of social advertising and the limits of display, offering new efficiencies to all Undertone clients,” said Dan Aks, Undertone President. “Our partnership with Spaceback enables brands to overlay social media on top of their branded creative content, allowing them to synchronize their messaging across multiple touch points with their customers.”

“When the inventors of social display and the industry leaders in high-impact form a partnership, you get the first ever social, high-impact offering,” said Casey Saran, CEO and Co-Founder of Spaceback. “Our integration instantly converts social media posts into dynamic high-impact ads that are optimized to capture attention through familiar experiences. Brands get more value out of their social media presence while increasing the efficiency of their paid media spend. It’s the best of both worlds.”

About Undertone:

Undertone provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

About Spaceback:

Spaceback is the first platform to systematically extend the reach of social media content beyond social networks to achieve outstanding results for digital marketers. Its proprietary Social Display Ads are the quickest and easiest way to authentically recreate social media posts within traditional display media, enabling brands to move at the speed of culture and deliver more engaging experiences to their audience across all channels. Find out more at www.spaceback.me

Contacts

Undertone
Justin Samuels, Marketing
646.588.3526
jsamuels@undertone.com