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ad tech advertising marketer of the month privacy

Undertone Amplifies UNICEF USA’s Commitment to Consumer Data Privacy for its November Marketer of the Month Campaign

UNICEF USA relentlessly works to deliver essentials that offer every child an equitable chance in life, addressing problems such as access to health care, safe water and sanitation, nutrition, education, emergency relief and more. The humanitarian organization holds human rights at the forefront of its mission. Undertone had the honor of joining forces with UNICEF USA and its advertising agency, DELVE, to amplify its commitment to protecting consumer data while reaching new users and highlighting new campaigns.

UNICEF USA recognizes the right to privacy as fundamental, and through the recent collaboration, Undertone upheld the significance of this right by utilizing its cookieless, privacy-first SORTTM technology on two digital ad campaigns.

Campaign Specs

The campaigns, which ran over the course of three months, were: 1) Help Protect the Children of Ukraine and 2) “If You Have,” the new film by Academy Award-winning director Ben Proudfoot. Both achieved outstanding results, including a 97% lift in reveal visitation rate compared to third-party targeting and 75% lift in page grabber interactions versus contextual targeting for the campaign with Ukraine.

The campaigns ran across all of Undertone’s ad formats and devices; SORT was utilized on the display/video format creatives. Due to a 152% lift in intensity and 122% lift in activation, the Ukraine campaign more than doubled emotional norms to connect with consumers; results also included 91% donation intent and 76% unaided brand recall.

As a proprietary AI solution, SORT analyzes real-time, cookieless data signals to identify users with shared traits and classify them into a “Smart Group.” The data signals provide information on the user the moment they land on a page. People who share attributes respond similarly to advertisements, allowing Undertone to predict performance and optimize the campaign.

Client testimonial

 “Over the past year we’ve made a strong push toward finding the newest and most innovative solutions when it comes to advertising. SORT, paired with its unique creative formats, was extremely effective at reaching our campaign goals and allows us to feel confident that we won’t have to sacrifice performance in order to reach key audiences without cookies in the future.” – Shelley Diamond, Chief Marketing Officer at UNICEF USA.

Looking Forward

The support of important causes, such as helping children in need, is a core component to Undertone’s social responsibility, and our organization stands firm in our beliefs that data privacy and transparency should be considered rights to consumers globally. We’re looking forward to continuing our partnership with UNICEF USA and DELVE as we head into the new year to provide thorough data privacy for consumers and our clients’ upcoming campaigns.

To learn more about Undertone’s work with UNICEF USA, please contact tellmemore@undertone.com and see both Case Studies here. To learn more about UNICEF USA, visit https://www.unicefusa.org/wewontstop

 

 

 

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ad tech advertising Brand Advertising case study cookieless Creative Digital advertising High Impact marketer of the month privacy tourism travel

Explore Georgia Delivers a Unique and Creative Experience with New Privacy-First Targeting Solution to Increase Travel to the State

NEW YORK – August 10, 2022 – Undertone, a Perion Network Ltd. (Nasdaq:PERI) (TASE: PERI) company and leading provider of intelligent, high impact advertising solutions across all platforms, screens, and devices, today announced Explore Georgia, the tourism division of the Georgia Department of Economic Development (GDEcD), as its August Marketer of the Month case study. The campaign, which used SORT™, Undertone’s privacy-first, cookieless targeting solution, highlights Georgia’s outdoor and family-friendly attractions. The technology helped drive a 71% lift in bottom adhesion CTR, compared to contextual targeting.

Explore Georgia’s goals include reaching a national audience to increase awareness of Georgia’s travel offerings beyond the regional level, build stronger perceptions and considerations of Georgia as a travel destination, and reach new and untapped audiences through cookieless targeting. To prioritize consumer privacy and prepare for the deprecation of cookies, Explore Georgia utilized SORT, Undertone’s proprietary and full privacy-compliant cookieless targeting solution. The campaign also implemented high impact creative to allow users to explore different aspects of Georgia and designed ad units to increase consideration of traveling to the state.

SORT’s technology outperformed other targeting tactics across all KPI’s and ad formats. The campaign has driven a 41% lift in page grabber clickthrough rates (CTR) verse third-party cookies, 51% lift in page grabber CTR verse contextual, 11% lift in bottom adhesion CTR verse third-party cookies, and a 71% lift in bottom adhesion CTR verse contextual.

“As Georgia emerged from the pandemic, our strategy was to welcome and invite travelers to explore all our state has to offer, from mountains to beaches and big cities to small towns. Our goal was to strengthen Georgia’s position as a must-visit destination on the national level, setting our sights beyond the regional level,” said Mark Jaronski, Deputy Commissioner for Tourism at GDEcD. “The experience Undertone was able to provide allowed us to develop an innovative targeting solution matching the evolving cookie landscape, as well as to work with our partners to design and execute eye-catching creative that informed travelers of the unique and diverse experiences that can only be found in our state, ultimately inspiring travel to and within Georgia.”

Georgia is a state with immense natural beauty and outdoor appeal, including a mix of diverse activities and attractions for all travelers. The campaign invited people who were planning future trips and positioned the state as welcoming and ready for adventure seekers.

“Georgia is a top leisure travel destination in the U.S. and our campaign with Explore Georgia captured travelers’ attention and increased consideration by letting them explore the state through an immersive and engaging creative experience.” said Dan Aks, president at Undertone. “It is more important than ever before for travel brands to help their states stand-out from the rest and the best way to do that is through High Impact advertisements. The campaigns success showcases SORT’s ability to help reach more travel intenders, while still protecting user privacy. We are very pleased with the results and look forward to implementing SORT across more campaigns, especially within our travel division.”

Undertone was also a sponsor for the 2022 Georgia Governor’s Tourism Conference, presented by Explore Georgia, which took place in Athens August 1-3. It is the premier annual event for the state’s tourism and hospitality industry, with the goal of inspiring excellence and elevating Georgia’s tourism marketing efforts.

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

About Perion Network Ltd.
Perion is a global advertising technology company whose synergistic solutions are delivered across the three primary channels of digital advertising – ad search, social media and display / video / CTV advertising. These channels are brought together by Perion’s intelligent Hub, which integrates the company’s business assets from both sides of the open Web, providing significant benefit to its brands and publisher customers.

For more information, visit Perion’s website at www.Perion.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 Explore Georgia
Explore Georgia, the tourism division of the Georgia Department of Economic Development, is the state’s official destination marketing organization. Through its home office in Atlanta, nine visitor information centers, and a network of representatives across the globe, Explore Georgia inspires travel to and within the state through marketing programs developed and executed in partnership with the state’s travel industry. Despite COVID-19’s impact on the travel industry, Georgia’s tourism industry drove $53.7 billion in total economic impact and supported more than 410,000 jobs in 2020. Learn more at ExploreGeorgia.org.

 

 

 

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ad tech advertising Brand Advertising cookieless marketing privacy

A Modern Marketer’s Guide to Sweeter Success, Without Cookies

Whether cookies are here to stay or meet their fate in 2024, one thing is for sure… consumers want privacy! So, what is holding brand marketers back from making the shift to privacy-safe targeting alternatives? How can advertisers give consumers what they deserve, while also increasing campaign performance? Find out in Undertone’s latest paper: A Modern Marketer’s Guide to Sweeter Success, Without Cookies. A Modern Marketing Guide to Sweeter Success, Without Cookies