Undertone: Developing Core Messaging to Stand Out
Challenge: When Peppercom began working with Undertone Networks, the advertising network was lost in the crowded marketplace and virtually unknown to the media. Undertone needed to stand apart from the clutter of ad networks and gain media traction by positioning itself as a premium ad network and its CEO, Michael Cassidy, as a respected thought leader in the online advertising space.
Strategy & Execution: Peppercom created a media strategy that enabled Undertone to differentiate itself from its competitors by addressing breaking news and current events across all industries through its position as a premium ad network. Using this strategy, Peppercom secured introductory briefings with top-tier media reporters on a number of topics, including the U.S. Presidential elections, consolidation in the industry, accountability of ad networks and the FTC’s behavioral targeting privacy policies. Developing Undertone’s positioning and core messages increased Undertone’s media exposure in both quantity and quality, and built the company a credible reputation that helped elevate Undertone to the next level.
Result: Peppercom’s work with Undertone provided Cassidy with numerous opportunities to meet and forge relationships with some of the most prominent reporters covering the advertising industry, from outlets like The Wall Street Journal, Dow Jones, The Financial Times, and CNNMoney.com. The increased visibility has lead to a steady stream of media coverage in outlets such as USA Today, The Washington Post, Dow Jones, The San Francisco Chronicle, The Houston Chronicle, The Chicago Tribune and The Boston Globe, and even Associated Press articles were syndicated in over 100 media outlets. The company’s profile has continued to rise, as reporters now seek out Cassidy to comment on industry trends. Meanwhile, the number of unique visitors from 2007 to 2008 to Undertone’s web site increased 2,634.1 percent, and according to comScore, the Web site received 82.8 million unique visitors in March 2009.
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