NewsBreak, a programmatic merchandising platform launched in 2009 that converts fuel-only customers to multi-product purchasers, is the recipient of Startup Day 2016’s second annual Traction Award. Bob Bradley, President and CEO of NewsBreak, presented a Power Pitch during the second Startup Day in 2014. The announcement was made during the Startup Day program at the U.S. Cellular Stage at The Bijou Theatre in Downtown Knoxville.

Myra Hamilton, Assistant Vice President of Business Lending at UT Federal Credit Union, the sponsor of the award, presented it to Bradley during the Startup Day program in front of hundreds of business leaders, investors, and entrepreneurs in attendance.

“It is an honor to sponsor this award for the second year in a row and to bestow it on such a deserving recipient,” said Hamilton. “Bob Bradley has taken a local digital startup company and transformed it into a nationally recognized software company that is changing how retailers market products to consumers.”

NewsBreak is currently available across five states, with expected growth to reach 300 convenience stores by the end of this year, up from 88 locations at the end of 2014.  Earlier this year, NewsBreak opened its first site in the state of Utah through a strategic partnership with Sinclair Oil and Bennett Pump Company. The deal makes NewsBreak available to not only 1,400 Sinclair branded stations in 19 states, but the 6,000 fueling retailer locations across the U.S. that are currently served by the third largest fuel pump manufacturer in the world, Bennett Pump Company.

NewsBreak continues to enhance their software capabilities through the implementation of predictive marketing and dynamic data analytics. The development efforts are being led by Co-Founder & COO Brian Nelson, who has a background in statistical analytics and experimental psychology. The platform now utilizes historical sales and key consumer buying variable data, like unit sales, market basket, temperature, and household income to build contextual content management rules for each retail location. The content management system then delivers a relevant playlist of merchandising messages to pump-to TV and in-store screen networks. Once deployed, the software creates a feedback loop by continually updating new sales and consumer buying variable data to inform and adapt the contextual rules, resulting in adjustments to the playlist.

“I am humbled to be the 2016 recipient of the Traction Award,” said Bradley. “Startup Day provided a platform for NewsBreak’s success and growth over the last two years. I cannot think of a better place to start up a business or call home than East Tennessee.”

About Startup Day

Startup Day is an annual event that showcases Knoxville as a destination for startups and entrepreneurs. The event is part of Innov865 Week which is organized by members of the Innov865 Alliance: The University of Tennessee Research Foundation, Oak Ridge National Lab, Launch Tennessee, PYA, Knoxville Entrepreneur Center, and The Anderson Center for Entrepreneurship & Innovation at The University of Tennessee, Knoxville.