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INNOVO® | September 27, 2022
Although one in three women experience Stress Urinary Incontinence (SUI) at some point in their lives, public and media taboos around the topic have exacerbated the physical and mental stress caused by bladder leaks, while common remedies like pads and adult diapers are often considered inconvenient and less than comfortable.
To provide women the opportunity to live life free from bladder leaks in as little as three months, consumer medical company Atlantic Therapeutics paired compelling new creative with a smart approach to television advertising to boost awareness and adoption of INNOVO®, a non-invasive solution that treats the cause of bladder weakness in women via a unique wearable technology approved by the FDA with no prescription needed.
“As we moved into 2022, we recognized our early progress in building a disruptive brand in a huge category dominated by strong incumbents,” said Susan Trent, CEO of Atlantic Therapeutics.
“As we moved into 2022, we recognized our early progress in building a disruptive brand in a huge category dominated by strong incumbents,” said Susan Trent, CEO of Atlantic Therapeutics. “To accelerate that progress, we needed to deliver a highly persuasive message that motivated women to change their beliefs and behaviors around bladder leaks. And as a scaling start-up business, media efficiency was a critical element in landing the message to the right audience. That was the challenge we set to our partners.”
For a complete refresh of its commercials, INNOVO® enlisted Quirk Creative, an award-winning advertising agency specializing in video-based campaigns. Quirk Creative produced new spots that communicated the superior and clinically proven benefits of the innovative, pelvic-floor-muscle-strengthening shorts in a smart, sensitive and informative manner that both educated and engaged viewers.
“As one of the many brands we represent in Quirk’s FemHealth practice, we used our experience and expertise in the feminine healthcare space to create a unique campaign for INNOVO®’s unique solution to incontinence,” explained Wren Sieber, Creative Director at Quirk Creative. “The spot focuses on the target audience's real emotional trigger moments – first as floating dream sequences, symbolic of our audience’s desire to engage, and then again in real time, to be able to run, jump, and laugh, feeling the impact of the shorts.”
In order to effectively reach women over 35 with active lifestyles who were past or current users of products from its competitors, INNOVO® turned to Simulmedia, the leader in truly cross-channel TV advertising. Simulmedia’s patented TV+® platform helped INNOVO® forecast where its target audience would be watching TV and then activated against that audience at guaranteed scale with a national data-driven campaign.
“Our TV+® platform’s unique planning, buying, activation and measurement capabilities as well as direct access to premium video inventory from over 250 networks and streaming services enabled INNOVO® to get its ads more broadly in front of females across the U.S.,” said Dina M. Roman, Senior Vice President of Sales, Simulmedia. “This allowed the brand to cost-efficiently spread its powerful message, grow awareness and drive online sales.”
INNOVO®’s strategy resulted in a dramatic and measurable impact on all key performance metrics, including: a 265% lift in site visitors, a 199% increase in customer response rate, a 60% increase in “Add to Carts” on the company’s website and a significant 45% reduction in cost per site visitor to the company’s website.
Most importantly, the partnership and combined efforts of INNOVO®, Quirk Creative and Simulmedia ensured that hundreds of thousands of women across the U.S. no longer have to suffer or be embarrassed by incontinence and now have the opportunity to, in the words of the new TV spots, “do what we love – without worrying.”
About INNOVO®
INNOVO® is an FDA-Approved, CE-marked treatment for women suffering from Stress Urinary Incontinence. It works by delivering clinically proven, safe, non-invasive pelvic-floor stimulation via unique wearable technology. In the privacy of their own home, women can simply wear the INNOVO® shorts technology for a 30-minute pelvic floor workout. Innovative NMES (neuromuscular electrical stimulation) technology embedded in the INNOVO® shorts does the work to strengthen and re-educate their pelvic floor muscles, giving women the opportunity to live life free from bladder leaks in as little as three months. Extensive clinical trial outcomes conducted on over 600 subjects consistently confirm improvements in key outcomes, symptoms and acceptability. Underpinned by this compelling peer-reviewed science, INNOVO® has received numerous prestigious awards for innovation and technology and is revenue-generating in both the USA and Europe.
About Atlantic Therapeutics
Based in Galway, Ireland and Boston, MA, Atlantic Therapeutics develops consumer medical devices, related software, apps and connected health technologies to treat all types of incontinence. The company's mission is to improve the quality of life of millions of people each year, by enabling them to restore and strengthen their pelvic health, thus regaining the confidence and control to lead active lives. Atlantic Therapeutics has attracted both international VC investment and enterprise grant funding and is experiencing high growth, establishing INNOVO® as the leading Femtech solution to treat SUI. For more information, please visit www.myinnovo.com.
About Quirk Creative
Quirk Creative is a WBE-certified, award-winning advertising agency specializing in video-based campaigns. Quirk combines creative strategy, testing and production under one roof for brand-awareness and performance campaigns on TV, OTT, digital and social channels. The end result: hardworking creative that lifts brands, and most importantly, sells. For more information, visit www.findyourquirk.com.
About Simulmedia
Simulmedia is the leader in truly cross-channel TV advertising. With its TV+® platform, the company delivers unparalleled reach, measurement, and results wherever audiences watch or stream. Founded In 2008, Simulmedia pioneered a data-first, digital approach to TV ad placement and optimization that changed TV advertising forever. With TV+, Simulmedia helps advertisers and agencies quickly and effectively reach viewers scattered across both linear television and connected TV at guaranteed scale without wasteful duplication. Simulmedia has planned and executed successful TV campaigns for hundreds of brands, including Experian, Warner Bros. Discovery, Zelle, Disney, 1-800-FLOWERS, Monster, Electrolux, Rover, Nordstrom, King’s Hawaiian, and many more. In addition, Simulmedia allows brands to extend their reach and connect with elusive younger audiences via PlayerWON™, the first in-game video advertising platform for free-to-play PC and console titles. For more information, visit www.simulmedia.com and www.playerwon.com.
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ADVERTISER PLATFORMS
Adform | September 27, 2022
Adform, the only global, independent, and fully integrated advertising platform built for modern marketing, announce a significant expansion of its UK team with the appointment of four new team members: Julien Sneeuwjagt – enterprise sales director; Allan Sheriff – global account director; David Lionel – sales account development manager; and Milica Lukic – account director.
Adform’s London office has grown to a team of 30 since it was established nearly 10 years ago and mirrors the growth the company is experiencing globally.
Established in Denmark in 2002, Adform now has offices in Europe, Africa, North America, Asia, and Australia, and a team of more than 650 employees, serving more than 2,000 clients and supporting over 25,000 accounts. Adform’s solutions include the full spectrum of ad tech capabilities: demand side platform, supply side platform, ad server and data management platform for advertisers and publishers, and a world-leading, award-winning identity solution.
Its Adform Flow platform enables seamless management of the whole advertising campaign lifecycle across all digital channels, enabling frictionless cross-media activation and giving clients unprecedented control. A leader in the identity space, its ID Fusion solution enables marketers to deploy campaigns based on first-party IDs alongside third-party cookies, enabling marketers to unlock scale with a cookie-less, ID-agnostic approach. Adform helps both advertisers and publishers thrive and evolve towards an advertising ecosystem that is transparent, open and privacy-centric.
In the United Kingdom, Adform works with key global, and independent, advertising agencies as well as direct accounts, serving over 100 clients / accounts in sectors ranging from telecom, financial services, automotive, and retail to FMCG, sports or entertainment.
Julien Sneeuwjagt joins as enterprise sales director and will lead Adform’s UK conversations with new clients in retail and e-commerce, food and beverage, and financial services, as well as independent agencies. He has a 20-year career in sales and marketing, primarily in financial services and ad tech.
Global account director Allan Sheriff will be responsible for Adform’s largest accounts and brings eleven years of programmatic experience with independent trading desks, agency, and client-side.
David Lionel, joining as sales account development manager, will nurture new business and new clients, supporting agencies and advertisers, and helping them engage confidently with Adform’s full stack of ad tech solutions.
Milica Lukic joins as an account director, responsible for Adform’s existing clients, focusing on helping them grow their businesses by leveraging Adform’s platform and products.
Phil Acton, country manager of Adform in the United Kingdom, said, “I’m delighted to welcome our new recruits to Adform. Our growth is being dictated by our clients’ needs, and strengthening our UK team means we are even better placed to deliver seamless ad tech solutions to advertisers and publishers, as the industry experiences major transformation to a more open, fair, and privacy-centric internet.”
Phil Acton, country manager of Adform in the United Kingdom, said, “I’m delighted to welcome our new recruits to Adform. Our growth is being dictated by our clients’ needs, and strengthening our UK team means we are even better placed to deliver seamless ad tech solutions to advertisers and publishers, as the industry experiences major transformation to a more open, fair, and privacy-centric internet.”
About Adform
Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.
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AD NETWORKS
Tylie Ad Solutions, Peach | September 29, 2022
Leading ad tech service provider Tylie Ad Solutions and Peach, a global market leader in video advertising workflow and delivery, today announced a new technology integration using Peach’s API to automate and streamline workflow, effectively speeding up error-free global delivery of broadcast assets and Traffic and Clearance services.
Developed specifically for Tylie client Airbnb, the integration empowers Tylie to perform as an international advertisers’ traffic department, with capabilities to centralize asset storage, post production workflow, and activate global campaigns across the United States, Europe and Latin America. Previously, Airbnb distributed their domestic campaigns globally by engaging multiple entities and various workflows. Now, thanks to Tylie’s integration using Peach’s Partner API, Airbnb is launching campaigns from within the Tylie Tandem platform, marking a streamlined option for international activation. The integration is available to all Tylie clients.
The announcement follows Tylie’s Q2 alliance with The TEAM companies, which enables music, talent and element rights directly from within Tylie Tandem, a collaborative cross-screen management platform.
“Tylie continues to push for greater flexibility and improved options for our clients,” said Tyler Savage, President of Tylie Ad Solutions.”
“Tylie continues to push for greater flexibility and improved options for our clients,” said Tyler Savage, President of Tylie Ad Solutions.” This integration adds key global capabilities to Tylie’s offerings, helping us offer flexible solutions that meet the unique needs of our clients while saving both time and budget while eliminating inefficiencies.”
Doug Conely, Chief Product and Technology Officer at Peach, said: “Advertisers and agencies want to work with software tools that they know will save them time and money and provide the technological capabilities they need to deliver campaigns. Integrations like this, with an open ecosystem mindset, enable partners like Peach and Tylie to support their clients."
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