Undertone Networks Unveils New Offering for Publishers
U360 AudiencePlus™ Provides Publishers like A&E and History Channel with Increased Reach, Scale and Revenue Potential
NEW YORK – Undertone™ Networks, an online advertising network, today launched U360 AudiencePlus™, a solution that enables publishers to leverage the quality, reach, scale and technology of the Undertone network to drive additional revenue from their advertisers.
Often, publishers sell out of their most popular sections for online ads. With U360, publishers can tap into that audience segment beyond their own domains by leveraging the quality sites that are already a part of Undertone’s top-rate network. With access to additional high-value inventory, U360 enables publishers to create solutions that were previously unavailable to advertisers.
A&E Television Networks (AETN), which features shows like “Paranormal State” and “Gene Simmons Family Jewels,” sells inventory for its own site, as well as Biography.com and History.com, but is still limited in the amount of ad inventory it can sell to brands looking to target the sites’ specialized audiences. By utilizing the U360 solution, AETN is able to build on its most popular content, generate more revenue opportunities, drive cost efficiency and increase reach and scale for its advertisers. The desired audience members who visit A&E are equally valuable when they are visiting other sites within the high-quality Undertone network, which provides advertisers with far more opportunities to reach their targeting goals.
“By leveraging Undertone’s network to access our highly coveted audience segments across the Web, we’re able to not only sell against world-class content, but provide our advertisers an audience solution as well,” said Dan Owen, vice president of national digital ad sales, AETN. “While some publishers may be wary of ad networks, we see Undertone as a partner that is helping us explore new revenue opportunities by providing turnkey solutions that ultimately better serve our advertisers.”
U360 provides publishers with the advertising solutions and support needed to be successful. These include:
* Audience segmentation and extension: Ability to access audience segments across the broader Web, using behavioral and re-targeting techniques.
* Geo-targeting: Through local targeting and IP filtering of national sites, publishers can tap into a deeper pool of local inventory to offer advertisers.
* Support microsites: Ability to drive traffic to microsites or specific site sections that help publishers support their primary selling efforts.
In 2008, advertisers spent $4.1 billion with ad networks, according to the May 4, 2009, ThinkEquity report, “The Opportunity in Non-Premium Display Advertising,” by William Morrison and Robert Coolbrith. In an effort to capitalize on this market opportunity, some publishers have attempted to start their own ad networks, a process that is time- and resource-intensive and draws them outside their core areas of expertise. U360 offers an efficient and effective on-demand alternative to this costly “build” strategy.
“Our goal when working with brands on online campaigns is to always ensure they get the best reach and most targeted approach, which is why we often use ad networks like Undertone,” said Carrie Frolich, managing director of digital, Mediaedge:cia. “Working with publishers that leverage ad network inventory allows our clients to reach their target audiences through additional avenues and on guaranteed, quality sites.”
The U360 solution is unique to Undertone Networks not only because of what it offers publishers, but also because of the quality network it leverages. Undertone hand-acquires its inventory, ensuring above-the-fold placements, and works with only quality, professionally produced Web sites – all backed by Undertone’s Quality Guarantee. This guarantee is fully extended to the U360 solution, meaning that as publishers look to reach audiences across Undertone’s network, their advertisers’ ads can be guaranteed to appear on quality sites.
“With U360 and Undertone, publishers can now go to market with new products that will drive significantly more scale, reach and revenue,” said Eric Franchi, senior vice president of business development, Undertone Networks. “While some publishers are limited by their own available inventory on-site, they don’t have to limit their potential profit.”
Undertone provides every U360 publisher with AudiencePlus Program Management, which includes customized products, training and ongoing campaign implementation. Experienced Undertone account managers provide sales and operational support, ensuring the sales teams can continue to do what they do best.
For more information about how U360 works, visit: http://www.undertone.com/publishers/u360.
About Undertone Networks
Undertone Networks, an online advertising network, provides advertisers with quality placements on the Web’s best sites. The company carefully selects its media partners and hand-purchases all its inventory, delivering above-the-fold visibility and brand protection for marketers who care where and when their ads run online. The Undertone approach ensures that media buyers and the advertisers they serve can drive successful brand awareness and direct response initiatives with a comprehensive blend of high-impact ad formats, rich media, targeting capabilities and personalized service. The company is based in New York, with fully staffed offices in major U.S. markets. For more information, visit www.undertone.com.
