NEW YORK--()--Undertone today announced it has acquired Jambo Media, one of the largest suppliers of online video advertising distribution and technology with more than 17 million unique viewers* per month. This acquisition creates a singular choice for premium display and video, bringing to market Undertone’s vision of bridging the gap between traditional TV and digital advertising. Financial terms of the deal were not disclosed.
“With this acquisition, Undertone can deliver the reach our brands need without sacrificing quality.”
Online video represents an exciting growth opportunity, with Piper Jaffray projecting 39 percent annual growth over the next five years to become a $5+ billion market. With this acquisition, Undertone adds Jambo’s video player and content management technology to its portfolio and gains the ability to create premium video inventory for a market in which current and future demand far outpaces available supply.
“While brand advertisers use video in traditional settings like television, it is under-utilized online,” said Mike Cassidy, CEO of Undertone. “Undertone’s goal is to help marketers ‘span the screens,’ putting video to work for brands on televisions, personal computers and mobile devices. Pairing video and display under a single management platform helps advertisers serve the right content in the right format to the right person, delivering results that impact the brand.”
Fortune 500 brands, including both advertisers and publishers, create a tremendous amount of content. Now, they will have a new distribution channel for in-stream video married with high-value, branded content. Undertone executes integrated campaigns across brand-safe sites from a single platform that includes key analytics to give marketers the ability to manage, measure and improve upon their campaigns.
“Our clients want to take advantage of online video, but not at the expense of brand safety,” said Erin Matts, Chief Digital Officer, OMD. “With this acquisition, Undertone can deliver the reach our brands need without sacrificing quality.”
About Jambo Media
Jambo currently supports more than 1,000 sites, consistently ranks as a ComScore Top 25 video property, and delivers the video inventory for scores of the industry’s ad networks and publishers.
Jambo powers vertical video networks and portals with an all-in-one platform called Jambocast, which allows website owners, content owners and advertisers to optimize the use of online video. Users have a suite of video players and a system for managing advertisers, websites and content in one interface.
“Undertone, which has always been a premier partner for us, has now added another weapon to its arsenal,” said Robin Keller, Vice President, Digital, at Shape.com, a division of American Media, Inc. “I’m really excited to tap into a new revenue stream and capitalize on the huge opportunity video represents online."
“Online video is a growing part of the media mix for MediaVest’s clients based on its ability to engage consumers and enhance the impact of traditional TV,” said Amanda Richman, Executive Vice President and Managing Director at MediaVest. “There is no doubt that online video has a huge runway for growth as quality and scale match up with demand.”
“Jambo’s capabilities, publisher network and expertise will be great additions to Undertone and should help the company continue to outpace the overall market growth while delivering the highest value to customers,” said Bradford D. Woloson, general partner, JMI Equity, and member of Undertone’s Board of Directors.
“More than ever, we need to find ways to put scale and quality together through video,” said Alan Schanzer, Undertone Chief Strategy Officer. “As the marketplace consolidates, we expect differentiated media brands like Undertone to be early to market with integrated solutions, which is exactly what brand advertisers, agencies and publishers have been clamoring for.”
“We’re thrilled to be joining the Undertone team,” said Robert Manoff, President, Jambo Media. “They’ve built an incredible reputation in digital advertising, and we look forward to contributing to their future growth. Our combined technology will provide marketers, publishers and content owners with a true end-to-end video management system.”
Undertone delivers quality display and video experiences for advertisers, publishers and the audiences they serve. Undertone’s Digital Advertising Suite™ is a unified platform that supports targeting, optimization and reporting across multiple formats. Armed with the insights to turn data into better decisions, Undertone helps marketers around the world create value from their online investments. For more information, go to www.undertone.com.
* Source: comScore Video Metrix, September 2010