Undertone and Integral Ad Science (IAS) Introduce Viewable-to-Complete Video Buying Metric
October 07 2020 - 9:21AM
Business Wire
Undertone, the leader in Intelligent High Impact who creates the
most memorable digital experiences for brands, has officially
released its new video Key Performance Indicator (KPI) and buying
model with IAS, called Viewable-to-Complete Video (VTC). Now
top-tier brands who partner with Undertone for instream and
outstream video solutions will be able to transact on a video
impression that is viewable at the point of video completion for 6
second to 30 second video.
Undertone has invested heavily in the video space over the past
year, bringing KPI-crushing instream video and interactive video to
the forefront of its robust product suite. This includes CTV, and
its vast array of outstream high impact video formats and targeting
capabilities including 1:1 and 100% visual ACR data. Undertone’s
VTC metric officially brings their holistic capabilities and
KPI-centric buying together giving their brands the best way to
drive results with video.
This new solution allows advertisers to guarantee their video
KPIs on both key metrics adding a new, viewable layer to their
pre-existing CPM or CPCV buying models. Where the MRC currently
measures a viewable video impression at 50% in view for 2 seconds,
Undertone can now bring that standard to the full-length of the ad.
Any impressions that does not meet the VTC metric will be provided
as added value media for the advertiser. So, if 10 seconds of your
15 second video ad is in-view, but not the full 15 seconds, you’ve
still captured the attention of your target audience for 10
seconds, entirely free.
“We are excited to enable Undertone to provide this new metric
by providing them data they can trust. Now advertisers will have
access to a new way to transact on video and meet campaign goals,”
said Craig Zigler, Vice President of Product Management, IAS.
Undertone has seen triple digit growth for video campaigns
year-over-year, due to their heavy investment into a robust
creative and format stack, which has delivered trusted and repeated
video performance for some of the biggest brands in the US.
“The investments we are making in video to better meet the needs
of our partners cannot be understated,” says Dan Aks, Undertone
President. “Enabling brands to access the widest variety of video
units across all platforms, and do so with efficient pricing models
that can guarantee success, closes the loop for advertisers with
any goal who are looking to activate a video campaign.”
If you’re looking to guarantee that all of your video dollars
are spent on viewable AND complete impressions, reach out to
tellmemore@undertone.com or your local Account Executive.
About IAS
Integral Ad Science (IAS) is the global leader in digital ad
verification, offering technologies that drive high-quality
advertising media. IAS equips advertisers and publishers with both
the insight and technology to protect their advertising investments
from fraud and unsafe environments as well as to capture consumer
attention, and drive business outcomes. Founded in 2009, IAS is
headquartered in New York with global operations in 17 offices
across 12 countries. IAS is part of the Vista Equity Partners
portfolio of software companies. For more on how IAS is powering
great impressions for top publishers and advertisers around the
world, visit integralads.com.
About Undertone
Undertone creates memorable ad experiences by thoughtfully
orchestrating solutions across video, advanced TV, rich media, and
social, to drive unmatched brand lift and audience engagement on
virtually every screen, and every device. Their award-winning
creative team uses the company’s 20 years of experience, and
billions of impressions worth of data to intelligently craft
campaigns that can drive full-funnel KPIs while making meaningful
connections with the 200MM+ unique users they can reach every
month. Undertone brings the art and science of advertising together
to intelligently craft campaigns that uplift consumers, brands, and
publishers alike. Visit undertone.com to learn more
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version on businesswire.com: https://www.businesswire.com/news/home/20201007005605/en/
Vanessa Confessore Director, Brand Marketing
vconfessore@undertone.com
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