Out of Home Advertising Association of America Launches Biweekly News Service

thepublicopinion | January 21, 2020

Out of Home Advertising Association of America Launches Biweekly News Service
On Jan. 21, the Out of Home Advertising Association of America (OAAA) and SmartBrief launched a twice-weekly news service: OOH SmartBrief. OOH SmartBrief shares the most important news affecting the out of home (OOH) advertising industry, including ad trends, industry insights and thought leadership from top media executives. OOH SmartBrief will serve as an authoritative resource on the fast-growing OOH advertising industry. The news service will also highlight events such as OAAA’s OBIE Awards for OOH creativity or educational and networking events for advertising and marketing professionals. “In an age of ever-increasing media fragmentation, OOH advertising is more relevant and powerful than ever because it reaches people wherever they consume media,” said Anna Bager, president and CEO of OAAA. “Sharing best practices, news and top campaigns, the OOH SmartBrief will give industry leaders the tools to keep pace with where advertising and the consumer are headed.”

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Whether related to a product they’ve been shopping for or a topic that they’ve researched, their past cyber activities follow them to their future ones. As this practice has become commonplace, we wondered what consumers thought about it, and how it affects their perception of the brands participating. We found that ads on the periphery can be helpful, but consumers are quick to get annoyed if the ads are omnipresent or intrusive to their browsing experience. Although this tactic has proven to be effective, marketers must use it wisely, as it can negatively impact consumer perceptions of their brands.


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SmartAsset Launches Simpler Road to Retirement TV Ad Campaign With Marketing Architects

SmartAsset | December 30, 2021

SmartAsset, an online destination for financial advice and marketplace that connects consumers to financial advisors, launched a national TV campaign this week in partnership with All-Inclusive TV agency Marketing Architects. Founded in 2012, SmartAsset is an award-winning financial technology company that helps more than 75 million people each month make smart financial decisions through free data-driven content, personalized calculators and educational tools. Additionally, SmartAsset operates SmartAdvisor, the leading independent client acquisition platform for financial advisors in America. As the company’s growth accelerated, SmartAsset saw TV advertising as an opportunity to generate awareness and high value leads for their business while building on existing momentum. We’re committed to providing data-driven resources that help consumers make smart financial decisions. TV advertising is our next step toward being able to do that for even more people.” Chris Taylor, CMO at SmartAsset. Marketing Architects worked with SmartAsset to pretest a variety of creative strategies. They landed on two spots, “Where Frank Used to Sit" and “Learning from Mistakes.” The commercials highlight how SmartAsset can help viewers prepare for retirement. “SmartAsset is doing incredible work taking the complexity and bias out of personal finance,” says Nicole Nye, VP of Client Growth at Marketing Architects. “We’re excited to see how TV will raise awareness of their many valuable resources.” About SmartAsset SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors. Reaching approximately 75 million people each month (as of Sept. 2021) through its educational content and personalized calculators and tools, SmartAsset's mission is to help people make smart financial decisions. Ranked on the Inc. 5000 and Deloitte Technology Fast 500™ lists of fastest growing companies in 2021, SmartAsset recently closed a $110 million Series D round, valuing the company at over $1 billion. SmartAsset was also named to Y Combinator's list of Top 100 Companies of all time and Forbes' list of America's Best Startup Employers in 2020. For more information, please visit SmartAsset.com. About Marketing Architects Marketing Architects is an All-Inclusive TV agency that gives performance brands access to high-quality, effective TV campaigns without the traditional high entry cost and ongoing challenges of optimization, scale and measurement. Founded in Minneapolis, Marketing Architects has been helping companies connect with their customers in new and surprising ways for more than 20 years

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National Advertising Division Refers Advertising for PLx Pharma's Vazalore to FTC After Compliance Review

National Advertising Division | December 23, 2021

The National Advertising Division (NAD) of BBB National Programs has referred advertising claims made by PLx Pharma, Inc. to the Federal Trade Commission (FTC) for review and possible enforcement action after the company declined to accept NAD's recommendations to modify certain claims for its Vazalore immediate-release aspirin product. In Case #6912, NAD recommended, among other things, that PLx Pharma: Modify the claim "Vazalore has up to 5X greater absorption than enteric coated aspirin" to avoid conveying the message that the claimed difference in absorption related to superior clinical efficacy and disclose that the reported results were limited to diabetic, obese subjects. Discontinue the claim "The Miracles of Aspirin Fully Realized." Discontinue the claim "Better gastrointestinal safety" (or modify it to convey the limited message that Vazalore causes fewer erosions and ulcers in the first week of treatment than traditional immediate release aspirin). In PLx Pharma's advertiser's statement it agreed to comply with NAD's recommendations and incorporate them in updates to its company website and development of Vazalore's marketing campaign. Thereafter, the challenger, Bayer Healthcare LLC, asked NAD to open a compliance inquiry based on concerns about advertising on PLx Pharma's website directed to healthcare professionals (HCP) and a television commercial. In a compliance matter, NAD must determine whether the advertiser has made a bona fide, good-faith effort to comply with NAD's recommendations. Although NAD determined that some new advertising claims were not appropriate for review in a compliance matter because they were not previously reviewed by NAD or were monadic performance claims, a few others were substantially similar to claims challenged in the underlying proceeding. Therefore, NAD considered whether these new claims fully comply with NAD's recommendations. Television Commercial Regarding PLx Pharma's television commercial, NAD determined that, in context, the claim "Aspirin Made Amazing" was substantially similar to the claim NAD recommended be discontinued in the underlying challenge, "The Miracles of Aspirin Fully Realized." NAD noted that both phrases reasonably convey the unsupported message that Vazalore provides superior cardiovascular benefits or gastrointestinal safety. Therefore, NAD recommended that Vazalore modify its commercial to avoid conveying this message. Consistent with the underlying decision, NAD noted that nothing precludes PLx Pharma from: Making a properly limited claim based on the clinical study results that the Vazalore 325 mg aspirin causes fewer erosions and ulcers in the first week of treatment than traditional immediate release aspirin or from touting that it provides a new delivery system; or Using the "Aspirin Made Amazing" tagline to highlight truthful attributes that make Vazalore different from other products provided, however, the context does not overstate its performance benefits. Advertising Directed to Healthcare Professionals NAD noted that it appreciates PLx Pharma's efforts to create a gated site for HCPs separate from its consumer-facing website. In the underlying decision, NAD recommended that the advertiser modify the claim "Vazalore has up to 5x greater absorption than enteric coated aspirin" to avoid conveying the message that the claimed difference in absorption related to superior clinical efficacy and disclose that the reported results were from a limited study population, diabetic, obese subjects. In the compliance inquiry, NAD considered whether the advertiser's disclosure of the limitations of its clinical study, as referenced on its HCP-facing website, namely the title of the study, its characteristics including the study's population, and finally the results, complied with this recommendation. NAD determined that it did not and, therefore, recommended that the disclosure concerning the 5x absorption claim clearly and conspicuously reference the limited population of the clinical study. Further, NAD determined that claims on PLx Pharma's "Features and Benefits" page convey a comparative safety message as to competing traditional release aspirin. Consequently, NAD recommended that the advertiser modify this advertising to make clear the limitations of its study (i.e., that Vazalore causes fewer erosions and ulcers in the first week of treatment than traditional immediate release aspirin). While the advertiser made modifications following the original challenge, they have declined to make additional modifications as NAD requested. As a result, NAD is referring this matter to the appropriate government agencies for review and possible law enforcement action. All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. 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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Integral Ad Science Appoints Robert Janecek as Chief Information Officer

Integral Ad Science | January 24, 2022

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, announced the appointment of Robert Janecek as Chief Information Officer, as the company continues its global growth. Based in New York, Janecek reports directly to Oleg Bershadsky, Chief Operating Officer at IAS. "Rob's vital expertise leading our enterprise systems team for more than four years makes him perfectly positioned to take on this critical new role at IAS as we build for the future," said Oleg Bershadsky, Chief Operating Officer, IAS. "I'm confident that Rob's leadership and technical expertise will set us on an even stronger path to support our global acceleration and growth." Janecek brings nearly thirty years of experience to his expanded role as CIO, where he oversees enterprise systems, IT, security, and analytics. Most recently he was the SVP, Enterprise Systems at IAS. Previously, he was the Principal and Founder of Pinecliff Associates, a consulting firm. Prior to that role, he was the Global Head of Business Systems and IT at LivePerson. He was previously the Vice President of MIS in the Markets Division of Thomson Reuters. Prior to that, he held several leadership positions focused on business systems at Thomson Financial. "I'm thrilled to take on this newly created role at IAS to scale our systems as IAS continues its international growth and provides a high level of service to customers around the globe," said Janecek. About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight.

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Outbrain Partners With Momentus Digital For Delivering Value & Elevating Growth in India

Outbrain | November 01, 2021

Mumbai/New Delhi, November 01 2021- Outbrain, a leading recommendation platform for the open web, is increasing its presence in the Indian market by partnering with Momentus Digital to help Outbrain with premium advertiser inventory, expand market reach and open new categories. With India evolving towards a digital first economy with programmatic technology at the forefront, Momentus Digital will open deliver greater customer value with genuine results. “We are excited to announce Momentus Digital as one of our preferred reseller partners, As India’s digital ad expenditure is likely to grow 10 times over the next decade, this partnership will enable Outbrain’s next phase of growth in India,” said Allen Sharma, Director of Sales for India at Outbrain. “Momentus Digital’s market knowledge understanding, client engagement and acquisition ratio will enable Outbrain to carve out growth in the next phase in India.” Building on the momentum of recent media owner wins for the region, including Network 18 and Hindustan Times, this distribution helps advertisers build audiences and reach new customers using advanced targeting options via the Outbrain network. “The efficiency of programmatic combined with the non-intrusive, high engagement native formats, are powerful combinations for advertisers to leverage digital medium” said Arooshi Dharamdasani, CEO, Momentus Digital. “We are excited to announce our ongoing partnership. Outbrain’s unique platform provides advertisers direct access to the widest supply of native ad inventory on multiple exchanges. With Outbrain’s expertise in technology, precise advanced targeting options and audience management capabilities forms a very formidable offering to a market.” “We are excited to announce Momentus Digital as one of our preferred reseller partners, As India’s digital ad expenditure is likely to grow 10 times over the next decade, this partnership will enable Outbrain’s next phase of growth in India,” said Allen Sharma, Director of Sales for India at Outbrain. The partnership with Momentus Digital, along with other initiatives within Outbrain such as the hiring of Allen Sharma as the Director of Sales and Bhavin Shah as Marketing Head, continue to prove Outbrain’s commitment to expansion within the region. Outbrain offers a quality and safe platform for brands to advertise on the open web. Content-led communication, campaign dashboard and advanced targeting capabilities set the platform apart from other native platforms. The platform also offers brands access to leading publishers and multiple advertising formats, which can be selected based on the brand industry and campaign purpose. Outbrain started its India operations in 2014 and this partnership is another proofpoint of the recognition by the company of the potential within the market for its business operations. About Outbrain Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide. About Momentus Digital Momentus Digital is a brand solution and performance marketing platform. We partner with brands to reach out to the mass audience, by representing their business in India. Our aim is to connect marketers to our partners, helping them reach marketing objectives.

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Spotlight

Whether related to a product they’ve been shopping for or a topic that they’ve researched, their past cyber activities follow them to their future ones. As this practice has become commonplace, we wondered what consumers thought about it, and how it affects their perception of the brands participating. We found that ads on the periphery can be helpful, but consumers are quick to get annoyed if the ads are omnipresent or intrusive to their browsing experience. Although this tactic has proven to be effective, marketers must use it wisely, as it can negatively impact consumer perceptions of their brands.

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