Future Proof LabsSM

Undertone's Future Proof LabsSM keeps advertisers ahead of tomorrow’s branding challenges with groundbreaking consumer research around the next wave of marketing technology.

Our Philosophy

If there’s a better way to do it, we’ll find it. While competitors may conceptualise possible solutions, our focus is on building real prototypes and proof-of-concepts. Our goal is to explore emerging marketing technology that helps our clients stand apart from competitors.

Our Focus



Prototyping & testing new digital ad formats & business models Researching industry verticals & pinpointing most impactful formats Exploring the impact of next-gen and tech on advertising & new product development


Showcasing emerging technology to media agencies Launching test campaigns for premium clients in closed & live environments Bringing "first-to-market" digital experiences to life

Areas of Exploration

Digital out-of-home

Interactive in-store kiosks & displays (digital signage, billboards, & more)

Facial Recognition

Integrated DOOH cameras can determine gender, mood, and approximate age to customise messaging


BLE-enabled devices can send coupons to your phone; mapping apps can offer indoor navigation and more

Cross-screen digital

Disruptive multi-device ads via Connected TVs, smartphones, tablets & more

Wearable Technology

NFC, Beacons, Smart Watches, Fitness bands, Sewn-in clothing identifiers

The Mobile Lab

An extension of Future Proof Labs hosted in a traveling RV, the Mobile Lab tours the U.S. visiting brands and agencies. Hands-on demonstrations of emerging technologies and their advertising applications are featured, including optical recognition, wearables, beacons, digital out of home, and connected appliances.

Minneapolis: 8/4-8/5

Chicago: 8/7-8-12

Cincinnati: 8/14

Boston: 8/17-8/18

Syracuse : 8/20

Connecticut: 8/24

Westchester: 8/25

New Jersey: 8/26-8/27

Philadelphia: 8/28

Washington DC : 8/31

North Carolina: 9/2

South Florida: 9/8-9/11

Atlanta: 9/14-9/17

Birmingham: 9/18

Dallas: 9/21-9/22

Denver: 9/24-9/25

Your brand + future proof labs

Our Future Proof Labs include a diverse lineup of emerging ad technology demonstrations, research studies, and partnership opportunities that can feature your brand.

Ways to Participate:


Proof-of-concept; complimentary opportunity for select clients in exchange for press participation

First-looks + Exclusives

Paid opportunity for selected clients to test market viability

Prototypes + Solutions

Custom proof-of-concept solution based on customer objectives


Primary research initiatives to help clients with discovery and user testing

Future Proof RV

Prominently featured in demos on the Future Proof RV

Learn more

Interested in partnership & research opportunities?
Contact Us