Last week, The Association of National Advertisers (ANA) and American Association of Advertising Agencies (4A’s) issued a “statement of best practices” that strongly encourages marketers to demand networks take specific precautionary steps to ensure their ads do not appear on rogue sites.
This issue is one that Undertone clients simply do not come up against. Quite the opposite in fact: We’ve been promising quality placement of our clients’ ads for years, and in 2008 put our money where our mouth is with the introduction of our money-back guarantee (similar to what the ANA and 4A’s statement suggests, according to last week’s MediaPost article, “Marketers Want Ads Off ‘Rogue’ Sites”).
The MediaPost article also mentions the steps that some companies, like Group M, are taking to ensure their clients’ ads do not appear on rogue properties, including the maintenance of a blacklist of 2,000 sites. I can assure you this step can easily be deemed unnecessary if advertising partners are chosen based on responsible procurement and business processes.
We recognized and addressed the need for transparency with the introduction of our money-back guarantee and we adamantly agree with the ANA and 4A’s recent call to action for marketers. They should require more from their partners. Ad providers and networks should be guaranteeing against poor placements. And if they cannot make that promise to their clients then there is likely a bigger problem at hand…
Oftentimes, when asked why marketers and agencies choose to work with the vendors they do, I hear things like, “They’re larger so provide more reach.” I challenge that. Because scale is nothing without quality. Our Preferred Publisher Portfolio is carefully currated and hand-selected which means at the end of the day, we’re providing solutions to a multitude of problems with control, confidence and reach that marketers face, including the current one in question.
So, what do we think? Will marketers take the ANA and 4A’s advice? Will the industry’s second quality guarantee be introduced just four short years after Undertone’s?
We hope so.
Thursday, May 10, 2012
Monday, April 30, 2012
Undertone's Time to Stand Out
This is a seminal moment in Undertone history: tonight, our very first television commercials will air during the season premiere of AMC’s The Pitch!
First TV spots are a big deal for any company, but they generate even more attention when you’re a B2B company whose core competency is digital media. Wait, what? A digital company advertising on television? Isn’t that an oxymoron?
It makes for good headlines, but the answer is: not really. This is integrated marketing exemplified. This is Undertone doing what smart brands do every day: complementing our digital, social and experiential programs with TV for broad reach. (Though arguably, their media mix models go the other way: TV first, with digital and other channels filling in the gaps).
Undertone is also making noise for yet another industry first. In 2008, we led the industry with the first quality guarantee. Earlier this year, we took it a step farther, to guarantee not just quality, but brand lift. Now, Undertone will lead the way yet again – there aren’t many B2B marketing services companies on the first screen.
I have to tell you, it’s been a hell of a lot of fun breaking this new ground. Here’s some personal perspective on the making of “Standout and Be Remembered."
“The Team with the Best Players Wins”
Jack Welch gets credit for the quote; we took the sentiment to heart and assembled a world-class team to helm our commercial debut. It all started with our team at Brand Intersection Group, who intro’d us to Fred Elisson Burgos, a thirty-year creative veteran/SVP/Group Creative Director at some of the most prestigious advertising firms in the world (JWT, DDB Needham and most recently Arnold Worldwide). Fred’s amazing talent was complemented perfectly by producers from Hero Content (Mike Downey, Stephen Frandsen, and editor extraordinaire, Alex Markman) and our Director of Photography, George Wieser. Between them, their client list reads like the who’s who roster of blue-chip brands: Coca-Cola, DuPont, Kraftmaid, Hershey, Porsche, McDonald’s, Toyota and Verizon to name but a few. From the word “go” we were in great hands.
Their excitement was contagious, too. The reality that this work was going to be seen by an audience of their peers (and clients!) motivated the entire team. A personal highlight: the time-lapse shot on the rooftop of our building. On the scouting visit, I distinctly recall walking out the door, turning my head and feeling like the Chrysler building was “right there.” I love the elegance and emotion from those shots in the commercial, how they manage to capture the glory and grandeur of working in the advertising capital of the world.
Momentous Moments, Lessons Learned
I’m compelled to express gratitude for such an amazing learning experience. I learned things big and small. Like what DP stood for (Director of Photography), what a tracking shot was (when they rig the camera on a dolly to “track” movement of the talent along some path), the intricacies of capturing cool time-lapse footage, both of our bustling office and the sublime view from 101 Park Avenue (which also starred in The Secret of My Success, Gremlins, Seinfeld, Friends with Benefits and the more recent New Year’s Day. Who knew?).
And, it confirmed the truism: it’s all who you know. (See paragraph about the winning team). Having a best friend with a storied history in production for big-budget Hollywood films didn’t hurt. Or the fact that her husband, Ron Haney, happens to be an amazing musician (whose credits include recording and playing with the likes of Alicia Keyes and Bono) who agreed to write an original score for our commercials.
Undertone as the Star – and the Story
It was an early (and easy) decision to let Undertone be the star of this commercial. From shooting in our NY HQ, to making Undertone employees the stars instead of hired help (aka, actors), every moment was a conscious decision to showcase who we are and what we stand for. Watching our 25,000+ square foot offices being taken over by crates of equipment, producers, assistants, cameramen, gear and the oh-so-important craft services team was crazy. The energy level in our office has never been higher and the excitement has been building ever since.
It was interesting to realize how much we had to simplify our message for a TV audience. Digital advertising is a complex business, laden with nuance. How do you simplify that for viewers who not only don’t know who you are or what you do, but don’t know why they should care? We chose to craft the spot around a simple theme, and one that is at the core of our brand promise: we believe the web CAN work harder (and smarter) for brands. And there’s no simpler way to demonstrate that than with statistics. Our CEO and sales team often start meetings with the simple question: There were 4.8 TRILLION (yes, with a T) ads shown on the Internet last year. How many do you remember?
We went to the streets to ask average folks the same question. We’ve generated quite a buzz from the footage…some say it’s odd for a digital company to slam digital advertising. But for us, it leads back to our premise. Advertisers deserve better. They should expect better. Undertone is here to deliver better. We exist to deliver STANDOUT brand experiences.
So, that’s OUR pitch. Hopefully you tune(d) in and can see for yourself on AMC. But if not, I am pleased and proud to share Undertone’s very first TV spots with you here.
Undertone Spot #1
Undertone Spot #2
Thanks for watching!
First TV spots are a big deal for any company, but they generate even more attention when you’re a B2B company whose core competency is digital media. Wait, what? A digital company advertising on television? Isn’t that an oxymoron?
It makes for good headlines, but the answer is: not really. This is integrated marketing exemplified. This is Undertone doing what smart brands do every day: complementing our digital, social and experiential programs with TV for broad reach. (Though arguably, their media mix models go the other way: TV first, with digital and other channels filling in the gaps).
Undertone is also making noise for yet another industry first. In 2008, we led the industry with the first quality guarantee. Earlier this year, we took it a step farther, to guarantee not just quality, but brand lift. Now, Undertone will lead the way yet again – there aren’t many B2B marketing services companies on the first screen.
I have to tell you, it’s been a hell of a lot of fun breaking this new ground. Here’s some personal perspective on the making of “Standout and Be Remembered."
“The Team with the Best Players Wins”
Jack Welch gets credit for the quote; we took the sentiment to heart and assembled a world-class team to helm our commercial debut. It all started with our team at Brand Intersection Group, who intro’d us to Fred Elisson Burgos, a thirty-year creative veteran/SVP/Group Creative Director at some of the most prestigious advertising firms in the world (JWT, DDB Needham and most recently Arnold Worldwide). Fred’s amazing talent was complemented perfectly by producers from Hero Content (Mike Downey, Stephen Frandsen, and editor extraordinaire, Alex Markman) and our Director of Photography, George Wieser. Between them, their client list reads like the who’s who roster of blue-chip brands: Coca-Cola, DuPont, Kraftmaid, Hershey, Porsche, McDonald’s, Toyota and Verizon to name but a few. From the word “go” we were in great hands.
Their excitement was contagious, too. The reality that this work was going to be seen by an audience of their peers (and clients!) motivated the entire team. A personal highlight: the time-lapse shot on the rooftop of our building. On the scouting visit, I distinctly recall walking out the door, turning my head and feeling like the Chrysler building was “right there.” I love the elegance and emotion from those shots in the commercial, how they manage to capture the glory and grandeur of working in the advertising capital of the world.
Momentous Moments, Lessons Learned
I’m compelled to express gratitude for such an amazing learning experience. I learned things big and small. Like what DP stood for (Director of Photography), what a tracking shot was (when they rig the camera on a dolly to “track” movement of the talent along some path), the intricacies of capturing cool time-lapse footage, both of our bustling office and the sublime view from 101 Park Avenue (which also starred in The Secret of My Success, Gremlins, Seinfeld, Friends with Benefits and the more recent New Year’s Day. Who knew?).
And, it confirmed the truism: it’s all who you know. (See paragraph about the winning team). Having a best friend with a storied history in production for big-budget Hollywood films didn’t hurt. Or the fact that her husband, Ron Haney, happens to be an amazing musician (whose credits include recording and playing with the likes of Alicia Keyes and Bono) who agreed to write an original score for our commercials.
Undertone as the Star – and the Story
It was an early (and easy) decision to let Undertone be the star of this commercial. From shooting in our NY HQ, to making Undertone employees the stars instead of hired help (aka, actors), every moment was a conscious decision to showcase who we are and what we stand for. Watching our 25,000+ square foot offices being taken over by crates of equipment, producers, assistants, cameramen, gear and the oh-so-important craft services team was crazy. The energy level in our office has never been higher and the excitement has been building ever since.
It was interesting to realize how much we had to simplify our message for a TV audience. Digital advertising is a complex business, laden with nuance. How do you simplify that for viewers who not only don’t know who you are or what you do, but don’t know why they should care? We chose to craft the spot around a simple theme, and one that is at the core of our brand promise: we believe the web CAN work harder (and smarter) for brands. And there’s no simpler way to demonstrate that than with statistics. Our CEO and sales team often start meetings with the simple question: There were 4.8 TRILLION (yes, with a T) ads shown on the Internet last year. How many do you remember?
We went to the streets to ask average folks the same question. We’ve generated quite a buzz from the footage…some say it’s odd for a digital company to slam digital advertising. But for us, it leads back to our premise. Advertisers deserve better. They should expect better. Undertone is here to deliver better. We exist to deliver STANDOUT brand experiences.
So, that’s OUR pitch. Hopefully you tune(d) in and can see for yourself on AMC. But if not, I am pleased and proud to share Undertone’s very first TV spots with you here.
Undertone Spot #1
Undertone Spot #2
Thanks for watching!
Tuesday, April 24, 2012
Proven Quality
It was 2010 that “ad verification” became a hot topic. Back then, a number of tech providers formed to satisfy the growing demand to prove safety online. At the end of 2010, Undertone participated in an AdSafe audit that found over 99% of our inventory “safe.” Ad networks were dozens of times more likely to serve ads into an unsafe environment, and exchanges were found to be even more dangerous. Undertone even beat out publishers who, in aggregate, scored 95% safe – and this is because Undertone is extremely selective about the pages we’ll use from each publisher. We considered doing an updated audit in Q4 2011 but decided that verifying our inventory as safe wasn’t enough. We needed to take it a step further.
Quality and safety have always been at Undertone’s core. We were the first and remain the only company to stand behind the quality of its inventory with a money-back guarantee. We knew our inventory was superior because of our deep publisher relationships, but we wanted to prove it through a reputable third party.
Enter Trust Metrics.
We found that Trust Metrics was socializing the same view as Undertone (Andrew Lerner, CEO of Trust Metrics, penned this column on Mediapost summarizing their view, and the problem that they solve, quite nicely). And the more we learned as we dug deeper, the more convinced we were that conducting a Trust Metrics study was an effective way to demonstrate our quality.
Comparatively, when Trust Metrics ranked Undertone’s inventory across its Preferred Publisher Portfolio™ 86% scored Good to Excellent – a 10x improvement over the industry benchmark! Additionally, they found that 7% of the benchmark was Poor while Undertone’s inventory included 0% rated as Poor.
We’re proud of our focus on quality and safety. The previous AdSafe audit was validation of Undertone’s commitment to safety. And now, we’re excited to have yet another independent party prove our commitment to both quality and safety.
Since proving the quality of our sites, we’ve gone on to show just how much it matters for brands by comparing branding metrics on Undertone to industry benchmarks. But that’s a story for another day. Say tuned.
Quality and safety have always been at Undertone’s core. We were the first and remain the only company to stand behind the quality of its inventory with a money-back guarantee. We knew our inventory was superior because of our deep publisher relationships, but we wanted to prove it through a reputable third party.
Enter Trust Metrics.
We found that Trust Metrics was socializing the same view as Undertone (Andrew Lerner, CEO of Trust Metrics, penned this column on Mediapost summarizing their view, and the problem that they solve, quite nicely). And the more we learned as we dug deeper, the more convinced we were that conducting a Trust Metrics study was an effective way to demonstrate our quality.
To arrive at an industry benchmark, Trust Metrics rated a random sample of 50,000 sites in their database on a 100-point scale. The scale was divided into five categories based on key criteria to determine a site’s quality:
- Excellent (81-100)
- Good (61-80)
- Satisfactory (41-60)
- Limited (21-40)
- Poor (0-20)
Comparatively, when Trust Metrics ranked Undertone’s inventory across its Preferred Publisher Portfolio™ 86% scored Good to Excellent – a 10x improvement over the industry benchmark! Additionally, they found that 7% of the benchmark was Poor while Undertone’s inventory included 0% rated as Poor.
Trust Metrics Research
 |
| Source: Trust Metrics, December 2011 Q4 Quality Report |
We’re proud of our focus on quality and safety. The previous AdSafe audit was validation of Undertone’s commitment to safety. And now, we’re excited to have yet another independent party prove our commitment to both quality and safety.
Since proving the quality of our sites, we’ve gone on to show just how much it matters for brands by comparing branding metrics on Undertone to industry benchmarks. But that’s a story for another day. Say tuned.
Friday, April 6, 2012
Undertone: A Best Place to Work, Beyond the Facts
Advertising Age (AdAge) released its 2012 Best Places to Work list last week and we’re thrilled to be among the top companies in media and marketing again!
It’s such an honor to be recognized for an award based on employee feedback. After all, it’s the people that create our unique culture and drive our success. So, thanks to each and every one of you for helping Undertone become the company it is today.
And while the write-up in AdAge touches on a few of the reasons people love working here (health care benefits, beer cart Fridays, Undertonie’s, etc, etc.), we thought it’d be fun to catch some people in the halls to hear a different side of why they ‘belong’ here. We wanted to hear the memories and stories that make Undertone great, not just the facts.
Here’s what we got (complete with a Mark Costa cameo!):
I couldn't have said it better myself. Thanks everyone!
It’s such an honor to be recognized for an award based on employee feedback. After all, it’s the people that create our unique culture and drive our success. So, thanks to each and every one of you for helping Undertone become the company it is today.
And while the write-up in AdAge touches on a few of the reasons people love working here (health care benefits, beer cart Fridays, Undertonie’s, etc, etc.), we thought it’d be fun to catch some people in the halls to hear a different side of why they ‘belong’ here. We wanted to hear the memories and stories that make Undertone great, not just the facts.
Here’s what we got (complete with a Mark Costa cameo!):
I couldn't have said it better myself. Thanks everyone!
Wednesday, March 28, 2012
Welcome Patrick!
Recently, we welcomed Patrick Cartmel to the team in a newly created role – VP of National Accounts – to drive further value to our major national accounts. We get it: Every client’s needs are not the same. And, increasingly, many are looking to us for a more strategic and consultative approach to their digital efforts.
Enter Patrick.
Patrick joins Undertone with more than a decade of experience on the agency side, helping clients like Microsoft, Kraft, and Mastercard navigate the digital ecosystem. From 2005 to 2010, he was the Managing Director at MEC Interactive and, most recently, the VP, Global Client Services Director for Team Microsoft at Wunderman.
To learn more about his background, industry perceptions, and why he made the move from agency life, check out his recent Q&A with The Makegood’s Katie Bronnenkant.
Enter Patrick.
Patrick joins Undertone with more than a decade of experience on the agency side, helping clients like Microsoft, Kraft, and Mastercard navigate the digital ecosystem. From 2005 to 2010, he was the Managing Director at MEC Interactive and, most recently, the VP, Global Client Services Director for Team Microsoft at Wunderman.
To learn more about his background, industry perceptions, and why he made the move from agency life, check out his recent Q&A with The Makegood’s Katie Bronnenkant.
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