Online-Ad Company Buys TV Spot in 'The Pitch,' Slams Online Ads

Undertone Wants to Present It's 'POV on the Power of Digital Advertising'

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In an unusual move for an ad network, Undertone is taking to TV advertising.

A scene from the 'sneak preview' episode of 'The Pitch.'
A scene from the 'sneak preview' episode of 'The Pitch.' Credit: AMC/David. M Russell

The company said it is planning to run a pair of spots critiquing most online ads during Monday's episode of "The Pitch" on AMC.

"The Pitch," which ran a full episode on April 8 but is describing Monday's new episode as a "series premiere," pits two ad agencies against each other to win new accounts. It's meant to appeal to a broader pool of viewers than just ad-industry pros, but Undertone's buys certainly suggest the company believes there's a business-to-business angle there.

In a Facebook post announcing the TV spot, Undertone said: "Last year more than 4.8 trillion display ads were delivered. How many do you remember? At Undertone, we believe the web can work harder -- and smarter -- for brands. In fact, we feel so passionately about it, we've created our first TV ad to present our POV on the power of digital advertising."

Video on the Facebook page shows man-on-the-street interviews asking people to name the last internet ad they saw. The response: lots of blank stares.

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