What: Undertone has partnered with TV data company Alphonso in an effort to create synchronized digital branding experiences that are personalized at scale.
Why it matters: Undertone and Alphonso expect to increase engagement with brands by scaling TV-retargeted ads across different display formats.
According to Perion Network Ltd, Undertone has signed a partnership with Alphonso, a TV data company. Their goal is to combine Undertone’s digital creative capabilities with Alphonso’s large-scale TV viewership data in order to provide brands with personalized digital branding at scale across platforms.
“Brands recognize that world-class customer experiences begin with personalization – which demands consistent experiences across screens and platforms,” said Raghu Kodige, Chief Product Officer of Alphonso. “That’s why we are partnering with Undertone, to give brands the ability to increase engagement by connecting real-time TV viewership data with Undertone’s high impact display ad formats and supply footprint. Together we expect to scale TV-retargeted ads across display formats.”
Research by eMarketer shows the average U.S. consumer watches 3 hours and 35 minutes of television per day, breaking that up with 6 hours and 35 minutes each day across different digital devices. Sophisticated marketers are well aware of this behavior, but struggle to create a consistent messaging experience. This is largely because the ability to connect user-level data – for seamless synchronization across TV to high-impact digital ad formats – has not been available.
“Undertone has pioneered Synchronized Digital Branding as the only real solution to the chaos of digital fragmentation,” said Doron Gerstel, CEO of Perion. “The integration of television viewership data from Alphonso is a significant, cross-platform step forward in our mission. We are thrilled to be partnering with them to combine the power of data, creative and broad reach across platforms.”
With this partnership, Undertone can now leverage user-level viewing and exposure data, powered by Alphonso’s Video AI, to intelligently sequence campaigns – using the optimum ad format – across hundreds of high-quality publishers and mobile apps. For consumers, this delivers a more seamless and strategic experience. Marketers can follow a TV exposure with the right digital message that is built on Undertone’s formats and developed by its internal Pixl Studio.
By activating Alphonso’s user-level television ad exposure data through its creative high-impact display ad formats, Undertone is delivering on the promise of true personalization and full-funnel effectiveness. This innovative channel harmonization will enable marketers to gain deeper insights into the value of their TV campaigns, thanks to enhanced dashboards and reporting tools.
The new capabilities resulting from this partnership are available for Undertone clients immediately. For more information go to: https://www.undertone.com/synchronization/#brand_solutions#tv_data_targeting
*Average Time Spent with Media in 2019 Has Plateaued (eMarketer, May 31 2019).