Undertone Online Ads Actually More Effective than Multi-Million Dollar Super Bowl TV Ad Campaigns
February 14 2019 - 3:16PM
Business Wire
System1-measured ad performance achieved 3.5
times the effectiveness of game day ads
Perion Network Ltd. (NASDAQ:PERI) announced today that
Undertone, a leader in cross-platform synchronized digital branding
for the world’s most prominent brands, unveiled the measurement
results by System1 Research, a respected research organization and
an Undertone partner. These results demonstrated Undertone’s
measured online ad creative achieved higher year-round levels of
performance versus most of the high-profile TV ads that ran during
Super Bowl LIII.
Ranking all 80 ads that aired during this year’s game, System1
found just 17 percent of Super Bowl ads scored 4 to 5-stars on
their scale of emotional effectiveness, while over 60 percent of
Undertone’s ad inventory from the past two years achieved those top
ratings.
System1 measures a campaign’s emotional effectiveness by asking
an online panel of consumers to identify the types and intensity of
their emotional experience while viewing. Built around Daniel
Kahneman’s Nobel Prize-winning theories of behavioral economics,
System1 helps brands collect fast, instinctive, and emotional
consumer responses. System1’s Live Ad Ratings Table ranked each
Super Bowl ad that ran this year; just a few campaigns struck a
chord with audiences (Microsoft’s “We All Win” and the NFL’s “Get
Ready for 100”), but many of the ads did not resonate with
consumers.
“We’re thrilled with how well Undertone’s work performed against
the ads at the behemoth marketing event that is the Super Bowl,”
said Laura Salant, Senior Director of Research & Insights at
Undertone. “The game is one of the biggest platforms of the year
for brands to run their most innovative creative spots. Even with
that anticipation, when measured against two year’s-worth of
Undertone’s creative, our ads performed consistently better, and
yielded a higher overall rate of emotional effectiveness. While
many believe that television is the ultimate channel for delivering
emotionally affecting campaigns to consumers, these results once
again show that digital—when executed creatively and persuasively
as Undertone can—is truly the way forward.”
“Behavioral science tells us that emotion drives long-term
effectiveness in creative—and as the best TV ads still prove, the
most emotional medium has generally been video,” said Tom Ewing,
Head of Marketing at System1. “That’s why it’s so exciting that
Undertone has been able to shake that up, with their highly
emotional digital formats. Their mix of engagement and interaction
is a brilliant solution to the problem of how to ensure your
digital advertising is contributing to your long-term brand
ambitions.”
Undertone incorporates System1’s award-winning methodology for
measuring and assessing creative campaigns as part of its ongoing
evaluative processes. Independently validated by the Institute of
Practitioners in Advertising as predictive of long-term brand
growth, System1 measures emotional responses to ads with a star
rating classification of 1 to 5-stars. Typically, this methodology
finds few ads that measure 5-stars (about 1%), but 5% of Super Bowl
LIII’s ads achieved 5-star ratings. Undertone uses this
intelligence to help clients optimize ad creative and develop
creative best practices.
About Undertone:
Undertone, a division of Perion Network Ltd. (NASDAQ: PERI),
provides cutting-edge technology solutions for the world’s leading
brands. Its proprietary Synchronized Digital Branding combines
data, distribution and creative to deliver cohesive stories across
all critical touchpoints: screens, platforms and a transparent,
customizable list of elite publishers. The AI-driven platform
eliminates fragmentation, delivers much-needed revenue for
publishers and, most importantly, ensures brand messaging is
contextually relevant. Undertone creates stunning campaigns that
align with KPIs—always with beautiful creative and in brand-safe
environments. Learn more at www.undertone.com.
About Perion Network Ltd.:
Perion is a global technology company that delivers advertising
solutions to brands and publishers. Perion is committed to
providing data-driven execution, from high-impact ad formats to
branded search and a unified social and mobile programmatic
platform. More information about Perion may be found at
www.perion.com. Follow Perion on Twitter @perionnetwork.
Forward Looking Statements:
This press release contains historical information and
forward-looking statements within the meaning of The Private
Securities Litigation Reform Act of 1995 with respect to the
business, financial condition and results of operations of Perion.
The words “will”, “believe,” “expect,” “intend,” “plan,” “should”
and similar expressions are intended to identify forward-looking
statements. Such statements reflect the current views, assumptions
and expectations of Perion with respect to future events and are
subject to risks and uncertainties. Many factors could cause the
actual results, performance or achievements of Perion to be
materially different from any future results, performance or
achievements that may be expressed or implied by such
forward-looking statements, or financial information, including,
among others, the failure to realize the anticipated benefits of
companies and businesses we acquired and may acquire in the future,
risks entailed in integrating the companies and businesses we
acquire, including employee retention and customer acceptance; the
risk that such transactions will divert management and other
resources from the ongoing operations of the business or otherwise
disrupt the conduct of those businesses, potential litigation
associated with such transactions, and general risks associated
with the business of Perion including intense and frequent changes
in the markets in which the businesses operate and in general
economic and business conditions, loss of key customers,
unpredictable sales cycles, competitive pressures, market
acceptance of new products, inability to meet efficiency and cost
reduction objectives, changes in business strategy and various
other factors, whether referenced or not referenced in this press
release. Various other risks and uncertainties may affect Perion
and its results of operations, as described in reports filed by the
Company with the Securities and Exchange Commission from time to
time, including its annual report on Form 20-F for the year ended
December 31, 2017 filed with the SEC on March 27, 2018. Perion does
not assume any obligation to update these forward-looking
statements.
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Perion Network Ltd.Investor relationsHila Valdman+972
(73) 398-1000Investors@perion.com
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