GroupM's Norman: Why ad fraud cost may be less alarming than you think

Burger King's crafty TV spot to waken Home devices foiled by Google | 72andSunny reveals "An Inconvenient Tooth" for Hello | JWT, News Literacy Project want readers to puzzle more over news headlines Created for {EMAIL} | [Web Version]( April 13, 2017 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [FORWARD]( [] Top Story [] [Burger King's crafty TV spot to waken Home devices foiled by Google]( [Burger King's crafty TV spot to waken Home devices foiled by Google]( Click to watch video (Burger King/YouTube) Burger King unveiled a television spot that asked, "OK, Google, what is the Whopper burger?" which activated consumers' Google Home devices to search for its ingredients. The brand says Google has reportedly made changes to stop the ad from being able to prompt devices. [The New York Times (free-article access for SmartBrief readers)]( (4/12), [The Verge]( (4/12), [BuzzFeed]( (4/13) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Developing a New Framework to Evaluate Video To date, there hasn't been a simple way to assess digital video across all forms and channels. That's why we developed the Moat Video Score using research that links its components to brand equity. [Read our white paper]( to see the research behind the score and what it means for video measurement. ADVERTISEMENT [] Creative [] [72andSunny reveals "An Inconvenient Tooth" for Hello]( [72andSunny reveals "An Inconvenient Tooth" for Hello]( Click to watch video (Hello Products/YouTube) 72andSunny's first spot for Hello Products, "An Inconvenient Tooth," stars an animated, talking molar called "Toothy" explaining several of the unsavory ingredients that go into making some toothpastes. The campaign touts the brand's natural toothpaste and is running across Instagram, YouTube and Facebook and includes influencer partnerships. [Advertising Age]( (4/12), [Campaign US (free registration)]( (4/12), [Adweek]( (4/12), [MediaPost Communications]( (4/11) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [JWT, News Literacy Project want readers to puzzle more over news headlines]( J. Walter Thompson New York has created a digital and print campaign for The News Literacy Project, featuring sentences made up of letters flipped on their sides, with the aim of getting readers to think more carefully about headlines and content they digest. Ads featuring the innovative typeface, with copy such as "Question Everything," are running next to headlines within news sources such as the Miami Herald, The Wall Street Journal, AOL and Fox News. [Adweek]( (4/11) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency Insider [] [GroupM's Norman: Why ad fraud cost may be less alarming than you think]( GroupM's Rob Norman breaks down how Forrester's $7.4 billion price tag for ad fraud more likely accounts for real economic wastage of $1 billion or less and explains why focusing on nominal headline amounts detracts from improving digital ads. "Vigilance must continue but it's time to move the focus of the debate away from nominal economic value and to the important issues of inventory quality, user attention, effectiveness, and the creation of business value," he writes. [Advertising Age]( (4/12) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Video: Leaders at 4A's Transformation conference on storytelling]( Executives spoke at the 4A's Transformation conference about the need to invest in storytelling and content. Kargo's Harry Kargman explained that advertisers should stop focusing so much on data and instead bring "art back to advertising." [The Drum (Glasgow, Scotland)]( (4/12) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency News [] [Traction staff to get 2 paid days to participate in democracy]( Digital shop Traction is offering its employees two annual paid days to "participate in our democracy -- however they see fit," CEO Adam Kleinberg said. The agency says the idea for the new benefit came from staff and that the policy is inclusive of all political beliefs. [MediaPost Communications]( (4/12) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [The Atlantic plays hardball with ad blockers]( The Atlantic has upped the ante on ad blockers by requiring consumers to either turn off the technology or pay a subscription to view content on its site. "We strongly believe that it's about choice. And if the choice is to block ads, there must be a value exchange," the company said. [The Drum (Glasgow, Scotland)]( (4/11) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Association News [] [Expedite The New Hire Onboarding Process]( IPA Foundation Certificate New hires often need a boost of confidence before diving into the business. The IPA Foundation Certificate provides 35 hours of award winning e-learning to shrink the learning curve and educates new employees across disciplines on how their role contributes to the team's success. Enrollment now open for the June 26 exam. [Learn more.]( [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [The Drum and 4A's: Beyond the Brief]( 4A's Beyond the Brief (4A's) The 4A's is celebrating its 100 year anniversary, with the trade body and The Drum collaborating on a year-long series that will highlight individuals from 4A's member agencies. Launched at 4A's Transformation in LA, [Beyond the Brief]( profiles the professional and personal lives of a wide range of agency professionals and talent at all levels, throughout the US. 4A's member agencies from all market sizes and geographies are encouraged to submit talent for the program which is set to take a wide-ranging perspective on agencies and their talent across the country. Learn more at [Beyond the Brief](. [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] [] You don't learn to walk by following rules, you learn by doing and by falling over. 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