• by Gavin O'Malley , Staff Writer @mp_gavin, August 19, 2015

Online, SmartyPants Vitamins is absolutely dominating its space's share-of-voice, according to Clay Nichols, the company’s VP of branding. But, Nichols doesn’t give he or his team much credit for their success. Rather, “We’re lucky because the supplement industry is so behind,” Nichols just told attendees of MediaPost’s Programmatic Insider Summit, on Wednesday. “Walk down a vitamin aisle,” Nichols said. “There’s not a brand out there that wasn’t imagined before 1973.” But, that why SmartyPants is investing so heavily in programmatic and social marketing, Nichols added. The point, he said, it to take “a commanding lead.”