Undertone launches ScreenShift


Undertone, a specialist in digital advertising solutions for brands, has launched ScreenShift – a scalable high impact digital ad format that can be delivered seamlessly across web environments on smartphone, tablet and desktop.

ScreenShift is the industry’s first high impact ad format built using responsive design. It is a single HTML5 creative asset that delivers a high impact experience from Undertone’s Preferred Publisher Portfolio.

The new unit has been designed to dynamically optimise its design and interaction, taking advantage of features and functionality native to individual devices. This includes:

·         Device orientation – the unit’s landscape design on desktop and tablet can be converted to portrait on smartphone

·         Interaction model – converting click-and-drag desktop elements to tap-and-swipe in mobile environments

·         Interactive functionality – across every screen the unit enables rich interactive functionality including image galleries, social media integration, and mobile-specific features like click-to-call

ScreenShift is the first format to be developed through Undertone’s Impact Accelerator, a new proprietary framework that will enable Undertone to rapidly prototype and deploy new cross-screen high impact formats. The framework allows Undertone to centrally manage and scale interactive functionality across formats through a suite of interchangeable modules. It also enables Undertone to make cross-format updates to ensure an optimal creative experience, regardless of changes in web and browser technology. All new formats built using Undertone’s Impact Accelerator will be developed in HTML5 using responsive design.

Cameron Hulett, EMEA Managing Director of Undertone says, “The change in web consumption habits is fragmenting across platforms at such a rapid rate, and the digital advertising industry is struggling to keep up and meet the demand.

“Single screen creative solutions remain effective, but the process of running cross-screen campaigns across multiple vendors, can be technically challenging and complex. With ScreenShift, we’ve dramatically simplified the process of delivering high impact advertising across multiple screens and platforms at scale.”

Amongst the advertisers to have trialed ScreenShift is L’Oreal, which ran a US campaign for its new Revitalift Miracle Blur face cream through media agency Moxie Interactive.

Across desktop and tablets, ScreenShift renders as a full browser-width execution that pushes the entire page content down by 500 pixels. On mobile, the format takes over the whole page to maximise available real estate and enable more creative consistency with PC and tablet experiences. After an animation of up to 15 seconds, the unit slides back up into a full-width, 90 pixel high leave-behind unit.

ScreenShift can be optimised across screens and comes with full cross-screen reporting and insights. The new format is supported by an end-to-end service layer from Undertone’s Digital Innovation Studio™, including creative development and consultancy and full technical development.


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