Happy Hour Advertising is Now a Go in Virginia

WVTF | July 05, 2019

Bars and restaurants can now advertise their happy hour prices, a restriction that’s long plagued the industry. The A-frame sign outside Pork Barrel Barbecue in Alexandria proudly announces a list of happy-hour specials — $3 rail liquor, $4 craft beer and $4 house wines. Last month, this sign would have been illegal. “As of Monday, this is now a legal advertisement," says Bill Blackburn, owner of Pork Barrel Barbecue. He says that old law outlawing happy hour ads was outdated and ill-conceived. “This doesn’t protect society from the evils of alcohol. People are not drinking more because they are more informed about where they can get good deals.” The new law was one of the accomplishments of this year’s General Assembly session, when House Democratic Leader Eileen Filler-Corn explained that the bill makes life easier for inspectors and for restaurants.

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All advertising is subject to publisher’s approval. ASSP reserves the right to reject advertising not in keeping with the journal’s standards. As the leading voice for the OSH profession, ASSP, publisher of Professional Safety journal, intends to see that advertising contained within the journal is warranted and certified by the advertiser prior to publication, to ensure that products show evidence of having been reviewed or examined for safety and health problems, and that no unsafe use and/or procedures are shown/described in the advertising.

Spotlight

All advertising is subject to publisher’s approval. ASSP reserves the right to reject advertising not in keeping with the journal’s standards. As the leading voice for the OSH profession, ASSP, publisher of Professional Safety journal, intends to see that advertising contained within the journal is warranted and certified by the advertiser prior to publication, to ensure that products show evidence of having been reviewed or examined for safety and health problems, and that no unsafe use and/or procedures are shown/described in the advertising.

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TikTok Talks about How It Wants Millions of Advertisers

TikTok | June 21, 2022

At a talk on Monday in Cannes, Blake Changless, TikTok’s president of global business solutions, said that hundreds of thousands of small and medium-sized businesses buy ads on the platform. “We want millions,” he added. Every platform wants millions of advertisers, especially since Meta, which owns Facebook and Instagram, boasts of more than 10 million advertisers. At Cannes, TikTok executives opened the first day of the advertising festival at the festival headquarters in a discrete event space across from the Palais, the main center of action for the conference. They discussed the tools that the platform is putting in place, such as live shopping, building brand safety and technology amidst challenges, and the impact of Apple’s privacy rules on the whole ad ecosystem and the creator economy. On a lighter note, Ray Cao, TikTok’s managing director and global head of monetization product, strategy and operation, touched upon the challenges of losing his luggage upon arriving in Nice, France. They discussed content and its importance in contextual targeting. “A lot of people are thinking about contextual targeting, especially for an in-feed environment like TikTok,” Cao said. “A lot of people are thinking about contextual targeting, especially for an in-feed environment like TikTok,” Cao said. Safety considerations also came up where Chandlee discussed how TikTok is developing ad products to keep brands comfortable with their service. The company also made an announcement on third-party tools that measure suitability and provide a few ad controls through companies like OpenSlate, Zefr and Integral Ad Science. “When we review content it’s not just the images,” said Francis Stones,TikTok’s head of Europeanbrand safety. “It’s the sounds. It’s the text. It’s emojis, comments.” About Apple’s policy, Chandlee said, “The iOS 14 changes that were made last year had a huge impact on the industry, Chandlee said. “The industry built on data and knowledge and optimization against that data.” He added, “The industry had to come back a little bit to contextual,” Chandlee said, which we think is a very, very powerful way to approach and advertise and communicate with audiences.” On the platform’s impact on live shopping, Sofia Hernandez, global head of business marketing for TikTok said, “We caused a national feta cheese shortage,” Hernandez said, referring tothe baked feta pasta trendon TikTok. “Those of us who have been marketers for years know that you don’t shoot food that way, it’s always highly styled,” she added.

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Dentsu Launches Contextual Targeting Tool

Dentsu | June 09, 2022

Dentsu is launching a new Contextual Intelligence tool across its U.S. media agencies. Contextual targeting has gained relevance as Apple and Google take moves to limit web monitoring. Contextual Intelligence uses unique algorithms to link brand targets with content across Carat, Dentsu X, and iProspect. Five clients have already utilized the tool. Dentsu reports that the return on investment for one company, the luxury jewelry store Pandora, was 24 times larger than any other Valentine's Day test advertising technique. Katie Nevin, Pandora's paid social and programmatic coordinator, referred to Contextual Intelligence as "a competitive advantage as we strive to earn increasingly limited attention in the market." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Akash Jairath, chief product officer of Dentsu Media, U.S., said, "The tool starts by assigning content labels to URLs based on users inputting keywords, phrases and other URLs they've identified as relevant to their customers. The Competitive Intelligence tool fine-tunes those targets and pushes a list target URLs to demand-side platforms for programmatic buys." Jairath further stated, "Given the impending loss of cookies in Chrome and restrictions on targeting in the Apple ecosystem, contextual targeting is definitely getting more interest from clients." Much of this sophistication and data science is contextual, so it has become a more precise instrument than a crude one. Yet another advantage of contextual targeting is when it misses the mark, maybe not reaching a known client or past website visitor, but instead reaching those with similar interests who may become new customers for a company. Akash Jairath, chief product officer of Dentsu Media, U.S., said, "It started out with people thinking of it as waste, but it's really a halo effect. That's thought to work well for branding, but even from a performance standpoint, it certainly has a halo effect."

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SOCIAL MEDIA ADVERTISING

Grove Inc. to Serve Ads in Partnership with Benzinga

Grove Inc | May 13, 2022

Grove Inc. (GRVI), a SaaS ad platform, has announced a partnership with publisher Benzinga to offer programmatic ads and email advertising solutions. Grove Inc. has an array of in-house brands and operates in multiple verticals, such as SaaS programmatic ad technology. It is a division solely dedicated to acquiring high-growth e-commerce brands. Additionally, it sells to numerous consumer markets such as the beauty, pet care, botanical, and functional foods sectors. Through Interactive Offers, Grove Inc.’s programmatic ad division, Benzinga can monetize its emails through programmatic ad units. Publishers like Benzinga need reliable partners that have advertisers looking for high-quality leads and traffic. Interactive Offers has a platform that makes it easy for publishers and advertisers to set up accounts to serve and buy new leads quickly. Benzinga is a one-stop hub for actionable information on capital markets with approximately 25 million readers a month. It is one of the largest online platforms that want to empower a new generation of investors. “The contract with Benzinga further establishes our presence as a desirable SaaS ad tech partner, helping us increase revenue while working with an industry leader in the space.” CEO Allan Marshall According to Grove’s management, the partnership is a step in the right direction to create new revenue opportunities for the company to build strong relationships with new advertisers and publishers.

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