February 06, 2013
Undertone Viewable Impression Guarantee Optimizes Ad Campaigns
By Shamila Janakiraman
Undertone which specializes in creating digital advertising solutions for brands launched Undertone Viewable Impression Guarantee solution to optimize advertisement campaigns running across Undertone’s Preferred Publisher Portfolio to get maximum display ad view ability.
The Viewable Impression Guarantee is the fourth solution included in Undertone’s suite of customer guarantees including the Video Guarantee, Quality Guarantee and the Standout Brand Guarantee.
Viewable impression from 3MS (Making Measurement Make Sense) is a display ad unit that is fifty percent in view for at least one second.
Eric Franchi, co-founder of Undertone said, “While there is a lot of talk around view ability in the market, measurement standards for brand advertisers is still uncertain. With the launch of this guarantee, we’re taking a leadership position and delivering real clarity to our clients.
“At the heart of this new guarantee is an aggregated and objective cross-vendor view ability benchmark that takes into account the varying methodologies and approaches currently in use, and against which our advertisers can hold us accountable,” Franchi added.
After assuring clients of its guarantee, the company looks forward to using aggregated data from all campaigns to augment view ability standards for advertisers. At the same time publishers will be able to enhance the level of view ability on their sites.
Undertone has joined hands with DoubleVerify and Moat in the launch of the Viewable Impression Guarantee to achieve view ability measurement metrics. View ability data received from providers can be compared against Undertone’s benchmark, which will be followed by feedback to those advertisers whose campaigns may not meet the benchmark, said officials.
“For all the available measurement capabilities, there is still too much uncertainty in buying display, and the core of this is where and whether ads are actually seen by consumers. Guaranteeing view ability is a first step towards a common currency and will hopefully inspire all the stakeholders to work toward building a better ad and user experience,” said Michael Turcotte, SVP digital and magazine activation, Zenith Media.
In December, 2012 Undertone published a research report on online video advertising that reveals the impact that an ad’s playback method and the quality of the site it appears on has with a viewers’ overall reaction.
Edited by Carlos Olivera