Press

Customizable Media Network Model Drives Underdog Media to Record Growth

Innovative Approach for New Ad Technology Company Provides Brand Advertisers and Agencies Unmatched ROI

SANTA BARBARA –February 2, 2012— Thanks in part to progressive technology, innovative distribution and creative, Underdog Media is witnessing record growth as the company continues to serve digital advertisers and agencies.

Touting itself as the first completely customizable media network, Underdog Media’s ability to retain customers and grow its media network is a statement of stability and continued growth. The company plans to expand its presence, adding a New York operation, alongside their current offices in Santa Barbara and San Francisco, California. 2011 corporate growth metrics and milestones include:

• 164% year-over-year growth, boasting over 38 billion total impressions
• Increase in advertiser-defined conversions from Underdog's proprietary display conversion platform, totaling over 1.65 conversions in the calendar year
• 97% year-over-year retention of revenue-producing advertisers representing 26% y/y growth against overall revenue growth

Underdog Media brings a unique approach to progressive optimization technology, leveraging responsive ad units across display and social media inventory. Progressive optimization allows clients to see real-time results of their ad efforts and make both algorithmic and intuitive adjustments to further boost brand lift and campaign performance. Ad campaigns can be immediately customized and optimized to increase conversions, going beyond traditional search and search retargeting models, resulting in every creative becoming its own virtual network. For example, just as a DRTV campaign can change to optimize conversion among high-performance affiliates, day-parts and markets, progressive optimization identifies the most valuable websites and social media messages to increase digital marketing conversations.

Another growth driver has been the addition of new CEO, Jeff Hirsch who joined the company after 12 yrs of successful stints leading AudienceScience, FastClick and ValueClick. "Advertising is consumer engagement, converting consumers to customers, and nurturing those relationships over time," Hirsch said. "The digital media community realizes that blending technology, creativity, and distribution to drive measurable return on investment is now a reality with Underdog Media. Customizing campaigns, progressively optimizing and distributing them across social media is a business model that outpaces the limitations of trading desks and exchanges."

"Underdog Media has been a partner of Mindspark for several years and has impressed us with their innovation, dedication and excellent service," said David Waage, senior manager of Mindspark Interactive, an IAC company. "We run high-volume campaigns for multiple products in many countries simultaneously, and Underdog Media has been able to help facilitate our growth."

About Underdog Media:

Underdog Media is the advertising industry’s first fully customizable media network. Its progressive optimization technology, combined with campaign-driven distribution leverages responsive ad units across display and social media inventory, allowing clients to see the results of their ad efforts in real-time and adjust accordingly. Since 2007, Underdog Media has built custom campaigns for advertisers that engages with consumers, converts them to customers, and nurtures those relationships over time. For more information, please visit underdogmedia.com.

PRESS CONTACT: Hollis Guerra | blast! PR for Underdog Media | e:hollis@blastpr.com | p:919.757.1174