Author: Product Marketing

Undertone’s May Marketer of the Month Case Study Features Top Health Insurance Marketplace

 

NEW YORK – May 3, 2022 – Undertone, a Perion Network Ltd. (Nasdaq:PERI) company and leading provider of intelligent, high impact advertising solutions across all platforms, screens, and devices, has featured Ambetter, America’s number one marketplace health insurer, in its latest Marketer of the Month case study series highlighting forward-thinking advertisers that put consumers and privacy first.

 

As a result of its partnership with Undertone and being one of the first advertisers to utilize SORT (Smart Optimization of Responsive Traits), Undertone’s proprietary cookieless technology, Ambetter outperformed key campaign metrics and increased customer awareness about the healthcare Open Enrollment Period while generating new business and engagement. Using SORT technology alongside a blend of high impact and connected TV (CTV) units to reach consumers across screens, Ambetter was able to achieve a significant increase in ad performance compared to alternative cookie-based tactics. Overall, the campaign drove 2.44 million visits to the Ambetter website, with over 68,000 consumers taking further action to learn more about Ambetter’s healthcare plans and pricing.

 

“As a healthcare brand in a highly regulated industry, we have to be stringent with the opportunities we choose to test and learn from,” said Sarah Wilson, senior media director at HLK Agency, the agency for Ambetter. “Undertone’s new SORT cookieless targeting solution was a welcome solution to our Open Enrollment campaign as it allowed a privacy-compliant way to test moving away from traditional 3rd party and pixel-based targeting and optimization models.”

 

“Through SORT, Undertone identified and optimized toward top-performing SmartGroups throughout the flight, driving a 39% and 87% lift across our core creative units, as compared to cookie-based methods. As our industry moves away from cookies, solutions like SORT ensure that we are future-proofing Ambetter by maximizing campaign KPIs in a compliant, consumer-first way.”

 

As an early adopter of Undertone’s SORT, Ambetter tested SORT cookieless targeting within larger designated market areas (DMAs) and regions to help optimize campaign results and increase clickthrough rate (CTR) performance. SORT targeting generated a 39% increase in CTR on non-expandable bottom adhesion banner ads across screens, as compared to a cookie-based approach. The technology also generated an 87% lift in CTR in Undertone’s page grabber ad format. On CTV, Undertone delivered a 98% video completion rate (VCR) on branded CTV and live CTV+ formats. Audiences enjoyed and engaged with Ambetter’s video content, driving increased awareness and favorability for the brand as the health insurance provider of choice.

 

“Turning advertising into consumer action was essential for our team to deliver during Ambetter’s Open Enrollment season helping us achieve and even exceed campaign goals,” said Dan Aks, president at Undertone. “Our SORT technology continues to build momentum for campaign success in a post-cookie advertising ecosystem through its turn-key ease of use, especially as it does not require any integrations from consumers, advertisers or publishers. This month’s case study is another testament to the strong results our team can deliver for brands.”

 

Find more information on Undertone’s Marketer of the Month case study with Ambetter here.

 

About Perion

Perion (Nasdaq:PERI) is a global technology company that delivers holistic strategic business solutions that enable brands and advertisers to efficiently “Capture and Convince” users across multiple platforms and channels, including interactive connected television – or iCTV. Perion achieves this through its Synchronized Digital Branding capabilities, which are focused on high impact creative; content monetization; its branded search network, in partnership with Microsoft Bing; and social media management that orchestrates and optimizes paid advertising. This diversification positions Perion for growth as budgets shift across categories.

 

About Undertone

Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device. Their award-winning creative team uses the company’s 20 years of experience, and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month. Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike. Visit undertone.com to learn more.

 

About Ambetter

Ambetter is a health insurance offering that is available on the Health Insurance Marketplace, or exchange, established by the Affordable Care Act. It is one of the healthcare programs provided by Centene Corporation, a Fortune 25 multi-national healthcare enterprise. Ambetter is made available through local health plans and covers a wide variety of healthcare services, including preventative and wellness services, maternity and newborn care, pediatric services, mental health and substance abuse services, prescription drug coverage and more.

Undertone Launches Marketer of the Month Case Study with Colorado Tourism Office

Study validates campaigns across African American, Hispanic and LBGTQIA+ audiences with exceptional and five-star rated results

NEW YORK, NY – April 7, 2022- – Undertone, a Perion Network Ltd. (Nasdaq: PERI) company and the leader in data-driven, Intelligent High Impact campaigns, today published a study through its partnership with System1, a global advertising effectiveness, brand equity and innovation firm: “Creating Positivity for Diverse Audiences.” The study analyzed nine publicly available video advertisements from 1,350 adults age 18+ who classify themselves across one of three audiences: African American, Hispanic or LGBTQIA+.

Ads reviewed were from Geico, McDonalds, JIF, Orbitz, Uber, Bubly, Cadillac, Pepsi, and Pantene. The ads that had the highest Sales Spike, indicating short-term effectiveness, received an “exceptional” rating; the top long-term effectiveness Star Rating is five stars earned by only 1% of all ads measure by System1. Six of the ads received a four-star rating and three a five-star rating. In addition, seven were honored with exceptional sales spike ratings, one with strong and one with good rates. Altogether, the results exemplified that although physical representation is vital, the right approach and way of looking at the world will be rewarded.

Themes from the ads included nostalgia, family, authenticity, celebration, inspiration, music, and acceptance. Common threads also included creative storytelling focused on positive portrayals of true and relatable characters celebrated for the differences that make them who they are along with the humor, wisdom, love, creativity, and humanity shown through the people in the ads.

“To understand how we can better resonate with diverse communities, our team worked with System1 to explore the emotions consumers feel when viewing an ad,” said Dan Aks, president at Undertone. “Many companies state that they want to make a difference for a more inclusive world, but to do so, it is vital to understand the audience’s perspective. Results from our study show that the specific ads our audience watched go beyond simple representation to appeal to diverse groups while excelling on an emotional, human level to advance equality.”

System1 exposed each consumer in the group to one advertisement that might typically target them, with a total of three ads per audience measured. Respondents chose a facial expression from a wheel of seven emotions including a neutral option to select the degree to which they felt that emotion when exposed to the ad. Before concluding the results, respondents were also re-exposed to the ad to supply in-the-moment reactions.

When analyzing the results, System1 provided two scores: a short term “Sales Spike” based on emotional intensity and unaided brand recall and a long-term Star Rating built on a weighted average of emotional intensity, total emotions/lack of neutrality and the two most valuable emotions, happiness and surprise.

Throughout a seven-year partnership, Undertone and System1 have measured the emotional effectiveness of digital and video advertisements for Undertone’s clients as a form of user experience testing to perfect the company’s approach to intelligent high impact advertising. System1’s strategy is based on the Nobel Prizewinning work of Dr. Daniel Kahneman who provided that 95% of decisions are driven by thinking that is fast, intuitive and emotional known as System 1 thinking.

In 2021, Undertone’s passion for showcasing diversity in creative helped them launch “The Uplift Collective,” where they focus not just on the creative aspect but, the publishers in their network as well. The Uplift Collective is a portfolio of publishers that are minority, women, & LGBTQIA+ owned, as well as those who are committed to advancing social justice, environmental sustainability, and equal representation. This dedicated portfolio enables Undertone to connect Uplift publishers with demand opportunities from advertisers across all verticals, while providing brands the ability to support underrepresented communities and global causes via mindful media buys.

For more information on the study visit https://undertone-diversity.splashthat.com/.

About Undertone

Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device. Their award-winning creative team uses the company’s 20 years of experience, and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month. Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike. Visit undertone.com to learn more.

About Perion

Perion (Nasdaq:PERI) is a global technology company that delivers holistic strategic business solutions that enable brands and advertisers to efficiently “Capture and Convince” users across multiple platforms and channels, including interactive connected television – or iCTV. Perion achieves this through its Synchronized Digital Branding capabilities, which are focused on high impact creative; content monetization; its branded search network, in partnership with Microsoft Bing; and social media management that orchestrates and optimizes paid advertising. This diversification positions Perion for growth as budgets shift across categories.

Combining privacy and performance, Undertone’s innovation demonstrates that third-party, cookie-based ad targeting is now a part of history

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SORT results also reflect a dramatic 14% decrease in costs per visit

TEL AVIV, Israel & NEW YORK–(BUSINESS WIRE)– Undertone, a Perion Network Ltd. (Nasdaq: PERI) company and the leader in data-driven, Intelligent High Impact campaigns, announced today that its pioneering SORT™ technology has been validated and re-validated across multiple campaigns.

“There are no more excuses. Advertisers now have a clear choice – they can follow what consumers are demanding – that their privacy be respected – without compromising on ROI. SORT, or Smart Optimization of Responsive Traits, does not require any publisher integration”

Over 70 global clients spanning all verticals – including leading entertainment, healthcare, technology services, and consumer goods brands – report that SORT’s AI-driven, signals-based platform has demonstrated 2x CTR higher than third party cookies and a 60% lift in interaction rates. These campaigns all proudly display the “SORT Seal”, a badge of honor that is displayed on every SORT-powered ad, so that brands can signal their respect of user privacy, and users can instantly determine which ad is “safe to click.”

“As a healthcare brand in a highly regulated industry, we have to be stringent with the opportunities we choose to test and learn from,” said Sarah Wilson, senior media director at HLK Agency. “Undertone’s new SORT cookie-less targeting technology was a welcome solution to our Open Enrollment campaign as it allowed a privacy-compliant way to test moving away from traditional 3rd party pixel-based targeting and optimization models. Through SORT, Undertone identified and optimized toward top-performing SmartGroups throughout the flight, driving a 39% and 87% lift across our core creative units, as compared to cookie-based methods. As our industry moves away from cookies, solutions like SORT ensure that we are future-proofing Ambetter by maximizing campaign KPIs in a compliant, consumer-first way.”

This rigorously analyzed and assessed data is based on browser-based performance, as well as devices that are inaccessible to cookie-based targeting. The results speak for themselves in the statistical data presented below.

“There are no more excuses. Advertisers now have a clear choice – they can follow what consumers are demanding – that their privacy be respected – without compromising on ROI. SORT, or Smart Optimization of Responsive Traits, does not require any publisher integration,” said Doron Gerstel CEO at Perion. “SORT is the technology outcome of the R&D investment in Perion’s Intelligent HUB – a platform that pulls in signals from all of Perion’s demand and supply assets. Then, through our propriety AI technology, SORT identifies ‘common ground’ traits to drive predictable and scalable results across all devices, driven by our ability to aggregate real-time data signals, on the fly – all without the use of cookies.”

“SORT is available to brands that cherish user privacy through Undertone, a Perion company,” commented Dan Aks, president at Undertone. “We’re delighted by these validating results with campaigns using SORT. We fully expect to see the rapid scaling of the SORT platform as the realization that privacy and results are not mutually exclusive. As consumers recognize and respond to the SORT Seal – and eventually ignore ads that don’t clearly communicate that they can click safely – the exponential growth of SORT will transform the post-cookie advertising ecosystem.”

SORT has been comprehensively reviewed by Neutronian, a pioneer of independent data quality certification, and was awarded with Neutronian’s Cookieless Certification. SORT is also validated across campaigns including Colorado Tourism and Owl Labs. For more information on cookieless targeting please visit https://www.perion.com/solutions/cookieless-targeting/.

About Perion

Perion (Nasdaq:PERI) is a global technology company that delivers holistic strategic business solutions that enable brands and advertisers to efficiently “Capture and Convince” users across multiple platforms and channels, including interactive connected television – or iCTV. Perion achieves this through its Synchronized Digital Branding capabilities, which are focused on high impact creative; content monetization; its branded search network, in partnership with Microsoft Bing; and social media management that orchestrates and optimizes paid advertising. This diversification positions Perion for growth as budgets shift across categories.

About SORT

SORT, or Smart Optimization of Responsive Traits, is a technology outcome of Perion’s investment in its “Intelligent HUB” – a platform for pulling in signals across all advertising channels and optimizing traffic at scale, yielding superior engagement metrics and KPIs.

SORT is being offered by Undertone, a Perion company and the leader in data-driven, intelligent high impact campaigns. The multi-dimensional targeting technology identifies otherwise unrecognized similarities between users and creates different groups – which is the “Responsive Traits” component of the platform.

About Undertone

Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device. Their award-winning creative team uses the company’s 20 years of experience, and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month. Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike. Visit undertone.com to learn more.

Forward Looking Statements

This press release contains historical information and forward-looking statements within the meaning of The Private Securities Litigation Reform Act of 1995 with respect to the business, financial condition and results of operations of Perion. The words “will,” “believe,” “expect,” “intend,” “plan,” “should” and similar expressions are intended to identify forward-looking statements. Such statements reflect the current views, assumptions and expectations of Perion with respect to future events and are subject to risks and uncertainties. Many factors could cause the actual results, performance or achievements of Perion to be materially different from any future results, performance or achievements that may be expressed or implied by such forward-looking statements, or financial information, including, among others, the failure to realize the anticipated benefits of companies and businesses we acquired and may acquire in the future, risks entailed in integrating the companies and businesses we acquire, including employee retention and customer acceptance; the risk that such transactions will divert management and other resources from the ongoing operations of the business or otherwise disrupt the conduct of those businesses, potential litigation associated with such transactions, and general risks associated with the business of Perion including intense and frequent changes in the markets in which the businesses operate and in general economic and business conditions, loss of key customers, unpredictable sales cycles, competitive pressures, market acceptance of new products, inability to meet efficiency and cost reduction objectives, changes in business strategy and various other factors, whether referenced or not referenced in this press release. Various other risks and uncertainties may affect Perion and its results of operations, as described in reports filed by Perion with the Securities and Exchange Commission from time to time, including its annual report on Form 20-F for the year ended December 31, 2020 filed with the SEC on March 25, 2021. Perion does not assume any obligation to update these forward-looking statements.

 

NEW YORK – January 25, 2022 – Undertone, a Perion Network Ltd. (Nasdaq:PERI) company and leading provider of Intelligent High Impact advertising solutions across all platforms, screens, and devices, today announced it has been named to the 2022 Ad Age Best Places to Work list for the second year in a row. This program was created by Ad Age and Best Companies Group, and Undertone ranked five out of 50 companies, which is four ranks higher than the previous year.

Ad Age Best Places to Work honors companies that went above and beyond to support their employees, especially during tumultuous times such as the COVID-19 pandemic. Specifically, Undertone exemplifies respect for its individuals and teammates by investing authority into its people, and one example is the development and hiring within. To ensure everyone is set up for success, the company established a feedback loop to increase development. Undertone also awards its employees’ great performance with spot bonuses and company awards.

This year’s annual survey and awards program was designed to identify, recognize, and highlight the best employers in the North American marketing industry. Other components that led to Undertone topping the list include its devotion to diversity – more than half of its employees are women – flexible options from work-from-anywhere, unlimited time off and summer Fridays. Perion also recently gave Undertone the funds to provide every employee with a $1500 travel voucher as a thank you for a great year.

“When the company wins, we all win, so we are honored to be recognized for the second year in a row,” said Dan Aks, president at Undertone. “The past two years have shed a light on the importance of company culture, and this award demonstrates our dedication to prioritizing our employees’ purpose, goals and needs.”

The list is chosen based on an analysis of questionnaires submitted by employers and survey responses from their employees. Companies entered a two-part survey process, and the first part consisted of evaluating each nominated company’s workplace policies, practices, philosophy, systems, and demographics. The second part consisted of an employee survey to measure the employee experience. The combined scores determined the top companies and the final ranking, and Best Companies Group managed the overall registration and survey process, analyzed the data, and chose the final rankings.

To be considered for participation, companies had to be a for-profit, not-for-profit business or government entity operating a facility with at least 15 employees working in the United States for at least one year. Organizations must also be an agency; ad tech firm; brand or corporate marketing department or group; or in-house agency of a marketer. Additional conditions applied; for more information on eligibility and other aspects of the program, please visit www.aabestplacestowork.com.

Ad Age honored all the winners and revealed the final rankings in a special report published today, and it can be found here.

About Perion

Perion (Nasdaq:PERI) is a global technology company that delivers holistic strategic business solutions that enable brands and advertisers to efficiently “Capture and Convince” users across multiple platforms and channels, including interactive connected television – or iCTV. Perion achieves this through its Synchronized Digital Branding capabilities, which are focused on high impact creative; content monetization; its branded search network, in partnership with Microsoft Bing; and social media management that orchestrates and optimizes paid advertising. This diversification positions Perion for growth as budgets shift across categories.

 

About Undertone

Undertone creates memorable ad experiences by thoughtfully orchestrating solutions across video, advanced TV, rich media, and social, to drive unmatched brand lift and audience engagement on virtually every screen, and every device. Their award-winning creative team uses the company’s 20 years of experience, and billions of impressions worth of data to intelligently craft campaigns that can drive full-funnel KPIs while making meaningful connections with the 200MM+ unique users they can reach every month. Undertone brings the art and science of advertising together to intelligently craft campaigns that uplift consumers, brands, and publishers alike. Visit undertone.com to learn more.

 

About Ad Age

Ad Age is a daily must-read for an influential audience of decision-makers and disruptors across the marketing and media landscape.

 

Created in 1930 to cover a burgeoning industry with objectivity, accuracy, and fairness, Ad Age continues to be powered by award-winning journalism. Today, Ad Age is a global media brand focusing on curated creativity, data and analysis, people and culture, and innovation and forecasting.

 

From vital print editions to must-attend events and innovative platform offerings, its industry-leading offerings include the coveted A-List & Creativity Awards, the Ad Age Next Conference, and proprietary data such as the Leading National Advertisers Report from the Ad Age Datacenter.