tag:blogger.com,1999:blog-62579447889089811242013-05-20T08:48:35.249-04:00Michael Cassidynoreply@blogger.comBlogger294125tag:blogger.com,1999:blog-6257944788908981124.post-87279465252641161312013-05-20T08:48:00.002-04:002013-05-20T08:48:35.263-04:00

Looking for recent posts from the Undertone Blog? Please visit us at our new location: undertone.com/blog.

Natalie Breitbachhttps://plus.google.com/111790136286093600645noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-42887979509109361532013-05-16T09:29:00.002-04:002013-05-16T09:29:11.154-04:00

The interactive industry today reminds me of the old Marshall McLuhan maxim - "The Medium Is The Message." Essentially: the way that content is delivered has a huge impact on how the audience receives it. Context is everything. If that's true (and I believe it is), then, as marketers, we're living in particularly interesting times.   After all, today's world is a multi-screen world: 125

Anthony Iaffaldanohttps://plus.google.com/107890605048265930075noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-54585442108286322932013-05-14T10:15:00.001-04:002013-05-14T10:15:34.691-04:00

Nielsen Online Campaign Ratings (OCR) and comScore’s validated Campaign Essentials™ (vCE) are two campaign measurement tools that have generated a lot of buzz in the marketplace, and rightfully so: many advertisers want and need to quantify online video campaigns using traditional media metrics. We offer OCR and vCE, and many of our clients find them helpful, but they’re not (yet) perfect

Andrea Lipsteinhttps://plus.google.com/113898288357584604634noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-42013423756775458162013-05-06T12:45:00.000-04:002013-05-07T11:23:25.828-04:00

On April 24, Undertone hosted an educational panel discussion with top industry leaders to explore the impact of emerging ad units on the digital industry. Is the Internet entering a "dark age" of cluttered Web environments and display ad oversupply—or are we entering a bright new future where immersive, large-canvas units drive deeper consumer engagement? Watch the recording to learn what we

Natalie Breitbachhttps://plus.google.com/111790136286093600645noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-88779206753933454922013-04-12T08:47:00.001-04:002013-04-30T16:24:08.905-04:00

Ad:tech and several other events in San Francisco earlier this week yielded some interesting observations.  My take: • Some people still need to be convinced that mobile matters.  I had several conversations where people spent time convincing me that mobile is important. Even as companies like AppNexus and Rubicon made announcements about mobile, it seemed that each still felt that they had to

Corey Ferengulhttps://plus.google.com/116094136375043039285noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-49249262120466418232013-04-05T14:01:00.001-04:002013-04-30T16:26:54.200-04:00

Yesterday, MediaPost published a piece by Ari Rosenberg titled "A Dose of Reality." He writes, “It’s official: online advertising is schizophrenic. We are 19 years old and we don’t know who we are.” There is no doubt in my mind that Ari Rosenberg is correct in saying that our industry is schizophrenic. And isn’t that precisely what we’d expect from a 19-year old? Did you know who you were at 19?

Jared Skolnickhttp://www.blogger.com/profile/00335731946160472082noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-76724032073671517652013-03-29T09:58:00.000-04:002013-04-30T16:30:31.283-04:00

It’s been five months since Hurricane Sandy hit the US. And while progress has been made in many areas, some of the hardest hit ones – including Staten Island – continue to struggle to rebuild. For many families, it comes down to money. FEMA and insurance coverage typically does not cover the cost of rebuilding a home or making it livable. A few months ago, several industry leaders from

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-20837873221711326442013-03-22T11:24:00.001-04:002013-04-18T10:34:37.537-04:00

We’ve all heard the saying “Finding a job is a full-time job.”  Interviews can be long, tedious and, at times, hard to come by.   By the end of the process, you have usually met with more people than you can count, visited the office multiple times, and are sick of talking about yourself.  The process is becoming longer and longer, leaving nothing off limits when it comes to interviewing

Katie Hiatthttps://plus.google.com/105101684496274016343noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-50383152287109717132013-03-14T11:12:00.000-04:002013-04-30T16:31:32.298-04:00

We’re excited to welcome a new addition to our executive team with the arrival of Corey Ferengul as Chief Operating Officer. As COO, Corey leads Undertone’s product, technology, and marketing functions. Corey has over twenty years of product and marketing experience, most recently as Executive Vice President, Product Management and Strategy at Rovi Corporation, a publicly traded digital media

Natalie Breitbachhttps://plus.google.com/111790136286093600645noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-28551169580431784812013-03-06T14:34:00.001-05:002013-04-30T17:35:34.613-04:00

Last week, I traveled to Phoenix, AZ for the annual IAB Leadership Meeting, a trip that consisted of three days of learning and networking with 850 peers in the industry on the publisher and ad tech side of the business. Three days of content is a lot. However there are three themes that I came away with that are relevant for brands, agencies and all those who serve them in 2013. Theme #1: A

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-1520610671243558102013-02-27T10:11:00.001-05:002013-04-30T17:37:26.480-04:00

We’re happy to announce that Undertone has again been selected by AlwaysOn as an OnMedia Top 100 winner! We’ve been ranked as one of OnMedia’s Top Private Companies for 2013, a selection that was based on five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz. OnMedia 100 companies are known as leaders among their peers who are taking game-changing

Natalie Breitbachhttps://plus.google.com/111790136286093600645noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-23277875798459325332013-02-21T12:37:00.000-05:002013-04-30T17:38:56.695-04:00

The Interactive Advertising Bureau (IAB) unveiled the Rising Stars as the next big thing in high impact advertising in February 2011. But how many agencies, marketers and publishers are aware of the six units (Billboard, Filmstrip, Portrait, Pushdown, Sidekick, and Slider) and how often are they actually making it onto media plans? Undertone has been selling all six Rising Stars since the

Shawn Baronhttp://www.blogger.com/profile/12192260428713139833noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-45124156680005572372013-02-15T15:35:00.003-05:002013-04-30T17:40:10.407-04:00

comScore released its Digital Future in Focus Report today. One of the report's most interesting or alarming stats, depending on your point of view, was highlighted this morning in TechCrunch. In 2012, 5.3 trillion (that’s trillion, with a T) display ad impressions were delivered in the U.S. Along with that, comScore estimated that 30% of those ads were never viewed by consumers.  1.59

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-2564361851714460572013-02-05T10:15:00.000-05:002013-04-30T17:41:02.237-04:00

The industry is calling for standards around viewabilty—and we're stepping up. Here's Undertone's take on the viewability landscape, where things stand today, and what we're doing about it. Viewability: Hot Air or Hot Issue? The digital advertising community has a tendency to latch on to issues and analyze them to death through op-eds and conference platforms. Viewability is just such an issue.

Jared Skolnickhttp://www.blogger.com/profile/00335731946160472082noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-24401187782164408902013-02-04T10:35:00.001-05:002013-04-30T17:44:28.318-04:00

Last week, we did a post discussing how a marketer could hypothetically execute a campaign on Undertone instead of spending $4M on a Super Bowl TV spot. At the time we called it a thought exercise, and it probably is, since no digital standalone will have the cache that the Super Bowl brings with it. However, after Super Bowl 47 (SB47), it is clear that the Super Bowl campaign of the future

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-82273025839095832562013-01-28T09:02:00.002-05:002013-05-02T16:22:09.732-04:00

Last week I had the opportunity to participate in a panel discussion at OMMA RTB called “Grill the Vendors: Is Video Ready for RTB? Is RTB Ready for Video?”. It was primed to be a good discussion, both with the subject matter at hand (for all of the discussion of programmatic display, video is a faster growing market overall) and with my fellow panelists, all of whom are from programmatic video

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-84158690770556489722013-01-23T11:55:00.000-05:002013-05-02T16:23:16.793-04:00

The most-watched television event in US history is right around the corner, and advertisers are lining up to pay up to $4MM for 30-second ad spots. It’s the Super Bowl, of course, and the annual hype around not just the game itself but the accompanying ads has led brands to spend unprecedented sums on TV spots. That’s something that’s unlikely to change—but with so much money being thrown

Shawn Baronhttp://www.blogger.com/profile/12192260428713139833noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-59758157786198719302013-01-18T08:41:00.000-05:002013-05-02T16:31:38.517-04:00

Earlier this week, Adotas published an article titled “RIP, CTR: Advertising Has Changed, So Should Our Metrics”. Our co-founder Eric Franchi was interviewed for the article, and here at Undertone there’s widespread agreement with his statement that click rates shouldn’t be the primary indicator of campaign success. CTR is still considered a key performance indicator for optimizing digital

Shawn Baronhttp://www.blogger.com/profile/12192260428713139833noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-14533302188472726432013-01-16T09:03:00.002-05:002013-05-02T16:32:15.614-04:00

Once again, the media industry and technology world converged on Las Vegas last week for the annual Consumer Electronics Show. This year the show attracted its largest audience ever with over 150,000 attendees. Part of the CES experience is marveling at new technology—but it’s often just as exciting to think about how these innovations will impact the ad industry. Each year, themes emerge.

Alan Schanzerhttp://www.blogger.com/profile/11807634319562658121noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-42594581771904038482013-01-08T09:16:00.000-05:002013-05-02T16:32:15.617-04:00

Mo' Traffic but No Mobile Money I was interviewed for this piece by Charlie Warzel for AdWeek. This is a great overview of one of the biggest trends of 2012: mobile, as a total percentage of traffic, grew very quickly—far past most publishers’ ability to monetize it (beyond a handful of mobile native or special properties… ESPN included). This presents an interesting catch-22: do publishers

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com2tag:blogger.com,1999:blog-6257944788908981124.post-53713927708607416632013-01-04T11:05:00.002-05:002013-05-02T16:33:21.491-04:00

Undertone CEO Michael Cassidy was interviewed by Bloomberg West’s Cory Johnson this week. In the segment, Michael discusses: 1. What's driving change in new ad formats today. 2. The state of digital advertising click-through rate. 3. What brand advertisers are looking for beyond the click. 4. What marketers are looking for in 2013 to reach consumers across screens and devices. Check it

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-58803224968388605792013-01-03T15:41:00.000-05:002013-05-02T16:38:38.581-04:00

The last print issue of Newsweek hit the newsstands last Monday. It’s something that would have been unimaginable ten or even five years ago; here’s my perspective on this important move for an important publisher. The news has been fairly well covered across the Web. (WSJ’s, which includes the history of the publication, is a good one if you’d like to read more.) The reasons why Newsweek

Eric Franchihttp://www.blogger.com/profile/11413546298079769947noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-45592504759280282172012-12-14T09:09:00.003-05:002013-05-02T16:46:32.429-04:00

Quality content affects digital ad effectiveness on the Web; does the same hold true for mobile? Michael Nevins, Undertone’s VP of Mobile, says it does—and discusses the feedback he’s received on his recent article on this topic: I got lots of direct feedback from my recent opinion piece for Mobile Marketer entitled “Does Content Quality Matter for Mobile Advertisers?”   It was

Natalie Breitbachhttps://plus.google.com/111790136286093600645noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-76282223428892360612012-12-10T15:56:00.001-05:002013-05-06T16:51:06.074-04:00

On December 6, Undertone and IPG Lab co-hosted a webcast to present our new research on the drivers of standout video experiences. Missed it? Watch now:    And for additional information, our white paper is also available for download.

Jared Skolnickhttp://www.blogger.com/profile/00335731946160472082noreply@blogger.com0tag:blogger.com,1999:blog-6257944788908981124.post-61858414349954836802012-12-06T13:34:00.001-05:002013-05-06T16:51:59.828-04:00

At Undertone, we pride ourselves on delivering the best possible brand experiences across different digital ad formats, including video. But what is the best possible video ad experience? We’re all familiar with the concept of banner blindness, but are things different when it comes to digital video? What specific elements can make or break a digital video campaign? To find out, we commissioned

Jared Skolnickhttp://www.blogger.com/profile/00335731946160472082noreply@blogger.com0