Amazon goes deeper into advertising with new metric

Amazon | January 29, 2019

Amazon continues to beef up its advertising business with a 'new-to-brand' metric that tracks the number of new customers a brand gains on the platform. It's the latest of a series of moves by the e-commerce giant to grow as an ad business, including a new social media strategy and free product sampling. The new metric tells brands whether an ad-attributed purchase was made by a returning customer or a new customer buying the brand's product on the site for the first time in a year. Amazon says the new service will let advertisers know how their campaigns are performing, including total new-to-brand purchases and sales. It will also give new-to-brand purchase rate and cost of each new customer. “Advertisers now have the tools they need to estimate the cost of acquiring new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals,” an Amazon spokesperson said.

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Simple Mills Debuts FIRST National Advertising Campaign Titled “Live Full”

Simple Mills | August 05, 2021

Today, Simple Mills, the better-for-you snack company, debuts their first ever national advertising campaign, Live Full. Simple Mills’ nutritious snacks promise to never slow you down – giving you the energy you need to hit your stride and Live Full. The Live Full mindset is brought to life in the brand’s new – and first-ever – advertising campaign that launches today across video, social, digital and audio. The campaign, from agency FIG, embodies a relatable, human approach. It highlights moments in our everyday lives when we’re in a “flow state,” getting things done and in a groove. Thanks to Simple Mills’ nutritious snacks that span the #1 baking mix, #1 cracker, #3 cookie brand and top ten snack bar in the natural channel,1 you never have to feel weighed down. Simple Mills products are made with only purposeful ingredients – and nothing artificial ever – to give you the energy and lightness you need to lead a full life. “At Simple Mills we believe that food impacts how you feel, which is why we create delicious, nutritious products from purposeful ingredients that work hard for your body and allow you to feel your very best, so you can live a full life,” said Michelle Lorge, Chief Marketing Officer at Simple Mills. “We are thrilled to see our mission come to life in our very first advertising campaign and raise consumers’ expectations of how their snacks can make them feel.” "The 'Live Full' campaign is not just another marketing story,” said Frederick Stallings, Partner, Data & Media Systems at FIG. “Much like Simple Mills' mission to deliver nourishment for the long term, our campaign is setting the groundwork for performance through high-impact addressable channels, full-funnel data integration techniques and an attention-based measurement approach optimized for growth. As Simple Mills grows so will its ability to create a passionate and cohesive Brand Story for the future." About Simple Mills Founded in 2012, Simple Mills is a leading provider of better-for-you crackers, cookies, snack bars and baking mixes made with clean, nutrient-dense ingredients and nothing artificial, ever. In just nine years, the company has disrupted center-aisle grocery categories to become the #1 baking mix, #1 cracker and #3 cookie brand in the natural channel1 with distribution in over 25,000 stores nationwide. Simple Mills’ mission is to advance the holistic health of the planet and its people by positively impacting the way food is made. For more information, visit www.simplemills.com.

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MOBILE ADVERTISING

Zynga Closes Acquisition of Chartboost, a Leading Mobile Advertising and Monetization Platform

Zynga | August 10, 2021

Zynga Inc., a global leader in interactive entertainment, and Chartboost, a leading mobile programmatic advertising and monetization platform, announced today that the companies have closed the transaction under which Zynga acquired 100% of Chartboost for a total purchase price of approximately $250 million in cash. The close of this acquisition is effective as of August 4, 2021. Chartboost is a unified advertising platform that includes a Demand Side Platform (DSP) as well as Supply Side Platform (SSP) and mediation capabilities delivered through an SDK solution. By leveraging advanced machine learning and data science capabilities, Chartboost brings together premium inventory, global scale and audience-based targeting to optimize programmatic advertising and yields. Together, Zynga and Chartboost possess all the elements of a complete, next generation platform for mobile advertising leadership: high-quality content, direct player relationships, massive reach and full-stack advertising technology that can be applied across Zynga’s game portfolio and Chartboost’s advertising partners. About Zynga Zynga is a global leader in interactive entertainment with a mission to connect the world through games. With massive global reach in more than 175 countries and regions, Zynga has a diverse portfolio of popular game franchises that have been downloaded more than four billion times on mobile, including CSR RacingTM, Empires & PuzzlesTM, Hair ChallengeTM, Harry Potter: Puzzles & SpellsTM, High Heels!TM, Merge Dragons!TM, Merge Magic!™, Queen BeeTM, Toon Blast™, Toy Blast™, Words With FriendsTM and Zynga PokerTM. With Chartboost, a leading mobile advertising and monetization platform, Zynga is an industry-leading next-generation platform with the ability to optimize programmatic advertising and yields at scale. Founded in 2007, Zynga is headquartered in California with locations in North America, Europe and Asia. About Chartboost Chartboost is a leading mobile programmatic advertising and monetization platform, which empowers developers to earn high CPMs while connecting marketers to highly engaged audiences through immersive ad experiences. Chartboost has over 100 employees and offices in San Francisco, Beijing, Barcelona and Amsterdam.

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National Advertising Division Finds Chime's "No Overdraft Fees" Claims Supported; Recommends Qualification of "No Hidden Fees" Claims

National Advertising Division | December 29, 2021

The National Advertising Division (NAD) of BBB National Programs determined that Chime Financial, Inc.'s advertising for its "SpotMe" program disclosed the material information necessary to ensure that claims about its program are substantiated and that Chime's "no overdraft fees" claims are supported. Further, NAD found that the Chime homepage adequately qualifies its "no fees" claim so that consumers understand that out-of-network ATM fees are not among the hidden fees it eliminates. However, NAD recommended that Chime qualify claims on its "No Hidden Fees" webpage and television advertising to make clear that the eliminated fees do not include out-of-network ATM fees. The following express claims were challenged by NAD as part of its independent routine monitoring of truth and transparency in U.S. national advertising: "Banking with no hidden fees" "Say goodbye to hidden fees when you bank through Chime. No overdraft fees. No minimum balance fees. No monthly fees. No foreign transaction fees." "Say goodbye to hidden fees*" (at the bottom of the webpage: "*Out-of-Network cash withdrawal fees apply. Third-party and cash deposit fees may apply.") "And if I'm ever in a pinch, Chime SpotMe even lets me overdraw my account fee-free on debit card purchases." "I don't have to worry about overdraft fees. There's no surprises, no hidden fees." NAD also challenged implied claims that: When banking with Chime, consumers will not be charged any of the traditional fees that are imposed by traditional banks. Consumers will never be charged a fee they had not anticipated at the time of signing up for Chime. "No Overdraft Fees" Claims NAD inquired into whether claims about Chime's "SpotMe" program disclosed material limitations of the program and whether its "no fees" and "no overdraft fees" claims were truthful and not misleading. Based on the advertiser's explanation of its "SpotMe" program, NAD determined that the "SpotMe" advertising disclosed the material information necessary to ensure that its claims about the program are substantiated. The claims that the "SpotMe" program allows for "fee-free" overdraft or "up to $200 on debit card purchases with no overdraft fee" are truthful, as Chime does not charge overdraft fees. As a result, NAD determined that the "no overdraft fees" claims are supported. "No Hidden Fees" Claims Chime customers can use over 60,000 in-network ATMs without incurring any fees. If a Chime customer chooses to use an ATM out of that network, they will incur an out-of-network ATM fee. NAD determined that, absent a context that limits the message, Chime's "no hidden fees" claims reasonably convey the message that consumers will not have to pay "hidden" fees that are often associated with traditional banks, including out-of-network ATM fees charged by their institution. 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Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. About the National Advertising Division The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

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