Undertone and TVadSync Join Forces to Unify Digital and TV Experiences, Creating an Unequalled, Cross-Platform Targeting Engine

NEW YORK–(BUSINESS WIRE)–Perion Network Ltd. (NASDAQ:PERI) announced today that Undertone, the creator of cross-platform Synchronized Digital Branding for the world’s most prominent brands, and TVadSync, a leading TV data and analytics company that is relied upon by marketers, agencies and broadcasters, will be partnering together.

Through this partnership, brands will now be able to combine custom and one-to-one quality ACR (Automated Content Recognition) TV viewership data, with Undertone’s premium reach, and award-winning digital creative. Undertone and TVadSync will enable brands to engage TV viewers through their entire digital journeys, at a large scale.

“With Synchronized Digital Branding as the centerpiece of our offering, we are continually looking to expand its reach and delivery. Our partnership with TVadSync is an essential step in that mission” said Dan Aks, President of Undertone. “Our brand and advertiser clients are hungry for the precision and real-time retargeting that the combination of Undertone and TVadSync will deliver. Our partnership will drive the full-funnel engagement required in an increasingly fragmented view environment.”

Today’s US consumer is no longer a single-source viewer. They watch an average of 3 hours and 35 minutes of TV every day, which is broken up by a whopping 6 hours and 35 minutes of digital time*. Sophisticated marketers are well-aware of this behavior, but struggle to create consistent messaging that bridges this fragmented behavior.

This struggle is solved by the Undertone and TVadSync partnership, by connecting user-level TV data from 18 million households – which is a significant scale – and using that data to trigger addressable ads on second-screen devices in real time.

Importantly, in a world of over-promise and under-delivery, Undertone and TVadSync offer advertisers and brands a first-in-class, multi-touch attribution methodology – providing the value of cross-channel synchronization from TV to digital.

“We have long sought to find a digital partner to complement the power of our large and growing TV database together with our enhanced analytics capabilities,” said Ronan Higgins, founder and CEO of TVadSync. “Undertone is precisely that partner. We make TV an ‘intelligent medium’ – and when you leverage that data and those insights into what people are watching, and fuse them with Undertone’s proprietary digital synchronization, something entirely new is created. The combination of TV’s emotive power and digital’s full-funnel capabilities will give marketers the synergy they have been hungry for.”

About Perion Network Ltd.:

Perion is a global technology company that provides agencies, brands and publishers with innovative solutions that cover the three pillars of digital advertising. From its data-driven Synchronized Digital Branding platform and high-impact ad formats in the display domain; to its powerful social media platform; to its branded search network, Perion is well-positioned to capitalize on any changes in marketers’ allocation of digital advertising spend. More information about Perion can be found at www.perion.com.

About TVadSync:

TVadSync is the only TV data partner that combines AI-driven metadata with the industry’s largest Smart TV data set. TVadSync provides access to viewing history from 2 out of top 3 smart TV OEMs that represent over 80% of US market share, delivering the broadest, most accurate insights for brands across planning, buying, targeting, and more. By revealing the hidden passions of brands’ TV audiences at scale, TVadSync has emerged as the de facto leader in Smart TV media & analytics.

TVadSync Taps Into TV Metadata To Detect Subtle Patterns In Viewing Behavior

You are what you watch.

One of the advantages of having access to the largest aggregate ACR TV viewing data set is being able to apply the latest data science to identify patterns within the data and to make predictions on consumer behavior.

TVadSync identifies “taste communities” hidden in billions of hours of television viewing data, similar to Netflix’s taste clusters. This is powerful stuff for brands who want to know “who’s my tribe?”. Marketers no longer have to rely on age / gender demographic consumer profiles, but can look to deeper behavioral and psychographic segmentation, based on how people spend more hours of their day than any other activity (sometimes including work!).

That’s television.

Brands can profile their existing customer base to identify high-likelihood prospects within taste communities — for planning contextual advertising such as linear TV; and planning addressable advertising such as digital/OTT/CTV.

Creating ROI with cross-media/platform campaigns

Cross-platform confusion

The proliferation and growth of various advertising platforms and customer touchpoints over the last several years can often leave marketers scratching their heads when attempting to determine which ones to use. Whether they need to focus solely on one above the rest or spread their investment is a pressing question. In addition, integration of platform campaigns can become inhibited by confusion over what works and doesn’t, meaning teams can become quite siloed, compounding difficulties. But a little while ago, the Advertising Research Foundation put together an excellent study on the matter and it’s one we think you’ll find useful. We’ve summarised a few key points below.

 

Why cross-platform at all?

Research suggests that integrating across several platforms and media can prove very worthwhile for brands. According to the study, when advertisers move from using one platform for campaigns to two, an incremental increase of 19% in ROI is achieved. And the more platforms that are added, the better the results, with the use of 5 platforms generating an uplift of 35%. A big reward for smart integration across a variety of potential touchpoints and experiences for the customer.

 

Multiple creatives needed? No!

Part of the problem when marketing teams begin to consider their adoption of a  cross-platform advertising strategy is that they may not be sure whether splitting creative approaches across various media is the right way to go, or if they should adopt similar creatives throughout. The answer, according to the study, is the latter. A unified approach, message and ‘feel’ results in better campaign performance and a 57% uptick in brand-equity metrics. This makes sense as multiple creatives, all different, across several channels may only end up confusing the customer. Where creative is concerned, consistency is vital.

 

Most effective type of cross-platform?

The study also looked at which platform combinations could prove most effective at providing increased ROI for marketers. On the whole, fusing traditional media and digital was found to be most potent. While partnering radio & TV together provided an uplift, with the same for print & TV, it was the combination of TV & online campaigns that came out on top – with a lift in ROI of +60% on TV alone (what the ARF referred to as the ‘Kicker Effect’). When consideration is made, this makes real sense. TV can be seen as the perfect medium for ‘priming’ customers emotionally, making them ready to take action. And online campaigns are made for conversion. It’s a match made in heaven.

 

Cross-platform clarity

In summary then – yes, of course cross-platform should be the cornerstone of your advertising strategy. Customers engage across a variety of media, channels and platforms. Integrating these in a cohesive manner when brand-building has proven the best way to reach out. And while this means a lot of tools at a marketer’s disposal, there’s no need to be confused about it. The right creative or message across several combinations of platforms is likely to work to your advantage and, while digital continues to grow in importance, traditional media (in particular the old favorite that is TV) backs it up beautifully.

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