Ambetter Educates Over 2 Million Consumers About Healthcare Options During Open Enrollment Period Using SORT™, Undertone’s Cookieless Technology
May 03 2022 - 8:20AM
Business Wire
Undertone’s May Marketer of the Month Case
Study Features Top Health Insurance Marketplace
Undertone, a Perion Network Ltd. (Nasdaq:PERI) company and
leading provider of intelligent, high impact advertising solutions
across all platforms, screens, and devices, has featured Ambetter,
America’s number one marketplace health insurer, in its latest
Marketer of the Month case study series highlighting
forward-thinking advertisers that put consumers and privacy
first.
As a result of its partnership with Undertone and being one of
the first advertisers to utilize SORT (Smart Optimization of
Responsive Traits), Undertone’s proprietary cookieless technology,
Ambetter outperformed key campaign metrics and increased customer
awareness about the healthcare Open Enrollment Period while
generating new business and engagement. Using SORT technology
alongside a blend of high impact and connected TV (CTV) units to
reach consumers across screens, Ambetter was able to achieve a
significant increase in ad performance compared to alternative
cookie-based tactics. Overall, the campaign drove 2.44 million
visits to the Ambetter website, with over 68,000 consumers taking
further action to learn more about Ambetter’s healthcare plans and
pricing.
“As a healthcare brand in a highly regulated industry, we have
to be stringent with the opportunities we choose to test and learn
from,” said Sarah Wilson, senior media director at HLK Agency, the
agency for Ambetter. “Undertone’s new SORT cookieless targeting
solution was a welcome solution to our Open Enrollment campaign as
it allowed a privacy-compliant way to test moving away from
traditional 3rd party and pixel-based targeting and optimization
models.”
“Through SORT, Undertone identified and optimized toward
top-performing SmartGroups throughout the flight, driving a 39% and
87% lift across our core creative units, as compared to
cookie-based methods. As our industry moves away from cookies,
solutions like SORT ensure that we are future-proofing Ambetter by
maximizing campaign KPIs in a compliant, consumer-first way.”
As an early adopter of Undertone’s SORT, Ambetter tested SORT
cookieless targeting within larger designated market areas (DMAs)
and regions to help optimize campaign results and increase
clickthrough rate (CTR) performance. SORT targeting generated a 39%
increase in CTR on non-expandable bottom adhesion banner ads across
screens, as compared to a cookie-based approach. The technology
also generated an 87% lift in CTR in Undertone’s page grabber ad
format. On CTV, Undertone delivered a 98% video completion rate
(VCR) on branded CTV and live CTV+ formats. Audiences enjoyed and
engaged with Ambetter’s video content, driving increased awareness
and favorability for the brand as the health insurance provider of
choice.
“Turning advertising into consumer action was essential for our
team to deliver during Ambetter’s Open Enrollment season helping us
achieve and even exceed campaign goals,” said Dan Aks, president at
Undertone. “Our SORT technology continues to build momentum for
campaign success in a post-cookie advertising ecosystem through its
turn-key ease of use, especially as it does not require any
integrations from consumers, advertisers or publishers. This
month’s case study is another testament to the strong results our
team can deliver for brands.”
Find more information on Undertone’s Marketer of the Month case
study with Ambetter here.
About Perion
Perion (Nasdaq:PERI) is a global technology company that
delivers holistic strategic business solutions that enable brands
and advertisers to efficiently “Capture and Convince” users across
multiple platforms and channels, including interactive connected
television – or iCTV. Perion achieves this through its Synchronized
Digital Branding capabilities, which are focused on high impact
creative; content monetization; its branded search network, in
partnership with Microsoft Bing; and social media management that
orchestrates and optimizes paid advertising. This diversification
positions Perion for growth as budgets shift across categories.
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.
About Ambetter
Ambetter is a health insurance offering that is available on the
Health Insurance Marketplace, or exchange, established by the
Affordable Care Act. It is one of the healthcare programs provided
by Centene Corporation, a Fortune 25 multi-national healthcare
enterprise. Ambetter is made available through local health plans
and covers a wide variety of healthcare services, including
preventative and wellness services, maternity and newborn care,
pediatric services, mental health and substance abuse services,
prescription drug coverage and more.
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version on businesswire.com: https://www.businesswire.com/news/home/20220503005302/en/
Kim Leone Undertone | VP, Emerging Business, Marketing &
Strategic Services T: 732-567-4133 Email: Kleone@undertone.com
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