SOURCE: Undertone


March 05, 2014 15:18 ET

Undertone Launches Mobile Innovation Lab at SXSWi

Custom Built RV Part of Undertone's New Future Proof Labs™ Initiative

NEW YORK, NY--(Marketwired - Mar 5, 2014) - Undertone, a leader in creating digital advertising solutions for brands, has announced the launch of a new mobile innovation lab designed to educate marketers on emerging technology and its impact on the future of advertising. The mobile lab will be housed in a custom RV -- designed and built by West Coast Customs -- that will be unveiled at SXSW Interactive before setting off on a nationwide tour of brands and agencies. Visitors to Undertone's mobile lab will be able to experience interactive demonstrations of the latest technology and see innovative use cases for digital advertising campaigns.

The mobile lab is a part of Undertone's Future Proof Labs™: a new venture dedicated to exploring the next generation of consumer ad interaction through prototyping and testing emerging digital technologies in state-of-the-art research facilities. A main focus for Future Proof Labs™ will be conducting ongoing studies, research, and testing in order to keep advertisers ahead of tomorrow's marketing challenges. Brand marketers will benefit from the ability to understand emerging consumer behaviors across the digital landscape, test new ad formats, and experience hands-on advertising applications for new consumer devices. Future Proof Labs™ will have locations in New York, Chicago, and San Francisco.

"The digital marketing landscape is changing rapidly - new devices are being released every day, and each one has the potential to significantly shake up the rules for engaging consumers and building brands in the digital age," commented Tom Woods, Senior Director of Product Innovation at Undertone. "Our new mobile lab is designed to give brands hands-on experience with technologies that will impact the consumer journey in the next three to five years."

The mobile lab will make its first appearance in Austin, Texas for the 2014 SXSW Interactive Festival. It will be parked on the corner of 5th Street and Colorado from March 7th through the 9th from 11:00am to 4:00pm and attendees will be able to take a tour of the RV and the featured demo stations. The lab will then tour the country. Follow the journey on Instagram and Tumblr at @FutureProofLabs.

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 and at

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