NEW YORK, NY--(Marketwired - May 20, 2013) - Undertone, a leader in digital advertising solutions for brands, today announced the launch of ScreenShift™, a scalable high impact digital ad format that can be served seamlessly across Web environments on smartphone, tablet and desktop. ScreenShift is the industry's first high impact ad format built using responsive design, and is also the first format to be built on Undertone's proprietary high impact framework, Impact Accelerator™.

"Web consumption is fragmenting across screens at a rapid rate, and the digital advertising industry is struggling to keep pace," said Eric Franchi, Co-Founder of Undertone. "Single screen creative solutions remain effective, but when running cross-screen campaigns across multiple vendors, advertisers can be faced with layers of technical and creative complexity. With ScreenShift, we've dramatically simplified the process of delivering high impact advertising across multiple screens at scale."

ScreenShift is a single HTML5 creative asset that can deliver a high impact experience across smartphone, tablet and Web traffic from Undertone's Preferred Publisher Portfolio™. The new unit has been designed to dynamically optimize itself from a design and interaction perspective, taking advantage of features and functionality native to individual devices. This includes elements such as:

  • 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.

Among the advertisers to have trialed ScreenShift ahead of today's official launch is L'Oreal, which ran a campaign for its new Revitalift Miracle Blur face cream through media agency, Moxie Interactive:

"ScreenShift fills a gap in digital brand advertising by delivering a true high impact experience across screens through a single creative execution," said Jessica Drapiza, Director of Digital Marketing, L'Oreal. "Leveraging responsive design in this way not only provides significant efficiencies, but also creates a rich and highly optimized canvas through which to drive interaction and engagement across screens."

Across desktop and tablet, 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 maximize 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 is the first format to be developed through Undertone's Impact Accelerator, a 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 and 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.

ScreenShift can be optimized 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.

About Undertone
Undertone is a digital advertising company that sits at the intersection of media, creative and technology. We develop immersive video, high impact and display ad units that enable brands to engage consumers beyond the confines of traditional banner ads. Through our technology platforms, we deliver these ads across screens and devices on a handpicked portfolio of the world's best media properties. Find out more at

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Alex Vlasto