A Marketer’s Guide to the Visual Web

Without knowing it, we contribute to the visual web every day by uploading photos to our Facebook, Instagram and Pinterest. With the incredible variety of image-centric data available online and updated daily, marketers are planning to fully utilize the power of images in their marketing efforts in the months and years ahead.

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So What is the Visual Web?

Visual web is used to describe everything from the rise of social platforms like Instagram and Twitter, to visual search on Google, video sharing via Snapchat and visual dating apps like Tinder. The term was first popularized in 2013, when photo-centric trends emerged: Facebook acquired Instagram, Pinterest received a multi-billion-dollar valuation, and selfies and memes gained in popularity.

Yet, despite a general familiarity of the term, until now no one has attempted to define the visual web, or to better understand its role in modern-day consumer marketing. We have made it our mission to do both of those things, by providing an overview of the visual web, and assessing the impact an image-centric culture on marketing and advertising.

What We Did

In partnership with Brand Innovators, we went directly to brands to see how they view the visual web (no pun intended), its impact on consumers, and the ways in which they expect it to transform the way they market, both today and in the years ahead. We surveyed 213 active members of the Brand Innovators community. Here are some of our findings:

  • More than half of those surveyed (51%) said they were somewhat familiar or very familiar with the term “visual web”.
  • 92% of them agreed that visual elements were somewhat important or very important to their delivering their consumer marketing initiatives.
  • 84% of marketers said further advancements in image recognition technology are needed to unlock the full marketing potential of the visual web.
  • When asked how spending on specific tactics pertaining to the visual web will change in the coming year, the highest anticipated increase will be in visual storytelling (54%) and social platforms (53%).
  • When we asked about the importance of the visual web for the future of digital marketing, nearly everyone surveyed (96%) said it would be either somewhat important or very important.

We put all of our findings in a report called, “The Rise of the Visual Web. And How It’s Changing Everything (Again) for Marketers“. We invite you to download it here.

Download The Study

GumGum Film Debut: The Intern


Roll out the red carpet and champagne because we are excited to announce our small yet exciting film debut in The Intern opening this Friday, September 25th. Directed by Nancy Meyers and starring Robert De Niro and Anne Hathaway, The Intern is a story that will hit home for anyone working in the startup world. Hathaway plays the young CEO of an e-commerce fashion company who reluctantly hires a retired De Niro as an intern. GumGum’s logo and a few office sound bites are featured in the film. Not too bad for our first film! Now, where is our Oscar?

For more information on The Intern film, visit http://www.theinternmovie.com/.

GumGum & Cassandra: A Match Made in Data Heaven

GumGum loves Cassandra and we want everyone to know. Since adopting the database along with other big names like Netflix and Apple, Cassandra has made life at GumGum much easier. That’s why we are sending Big Data Engineer, Mario Lazaro to share what some may call a data love story at the 2015 Cassandra Summit on September 24th.

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For those who are unfamiliar, Apache Cassandra otherwise known as Cassandra, is the project child of Facebook originally intended for their own use before releasing to the public in 2010. It has since become the top data management system and for GumGum, as Mario puts it, “easier to play with.” Simply put, Cassandra’s operational simplicity fits our data universe of images, pages, visitors and ad performance data.

Mario has been in the front seat at GumGum as we implemented Cassandra worldwide. It’s currently in four of our datacenters so far: San Francisco, Ireland and two in Virginia. Global domination here we come! This is also Mario’s third time speaking at a Cassandra event. His goal this time is to explain how we went about using the database globally. With over 3,500 people expected to attend, this will be their largest gathering to date. Here at GumGum, it’s all about spreading the good word.

The 2015 Cassandra Summit is held on September 22nd – 24th in Santa Clara, CA. For more information on the summit and how to attend visit, http://cassandrasummit-datastax.com/.

Mantii Unveiled: Real-Time Image Recognition Comes To Social Media

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Did You Know: 1.8 billion social images are posted every day, but 80% of those posts lack associated text, therefore, they cannot be detected by standard social monitoring tools.

Enter Mantii, powered by GumGum. Mantii is a new image recognition tool that can find photos that are relevant to your brand, even if it isn’t mentioned in the image caption or with a hashtag. These missing images contain your brand’s logo(s), products and its competitors, or even general product categories.

We are incredibly excited to reveal this revolutionary tool because we believe it will change the way marketers monitor, understand and engage with their top influencers on social media.

To learn more about Mantii and to watch the tool detect some of your favorite brands on social media in real time, visit mantii.com.

You can also check out our awesome Advertising Age cover wrap, by picking up the August 24th issue of Ad Age.

Q & A with John Weisgerber: SVP Sales

John Weisgerber

We sat down with GumGum’s new Senior Vice President of Sales, John Weisgerber. John is a man as personally cultivated as his path to GumGum has shown. Formerly with Hearst Digital Media, he brings a sophisticated understanding and an aspiring approach to the sales sphere…with a good sense of humor to boot.

Q: Where did you hear about GumGum and what attracted you to the company?

A: I heard about GumGum when I was at Hearst overseeing the fashion & luxury sites. Hearst signed a publisher agreement with GumGum and I was highly focused on visual ad executions. The GumGum ad experiences were incredibly compelling due to the nature of the categories I served. Fashion, luxury, beauty and retail all love to tell stories through beautiful images and I felt that the GumGum ads were a complement to the most engaging part of our sites – editorial images!

Q: Can you tell us about your career path and how that manifested into becoming the head of sales for some major names?

A: My career path has been directed by interest. I’ve had many unique jobs within larger organizations and moved a lot based on an interest in something new that hadn’t been proven yet. The brands within which I’ve served all had a unique way of connecting with their audiences. I always felt uniquely qualified to tell those stories to advertisers and rally the sales and marketing teams around them.

Q: What excited you the most about leading the sales team for GumGum?

A: What excites me most is the ability to harness the power of editorial images for our advertising and marketing partners. Whether it’s our current in-image and in-screen ad experiences or the ability to recognize brand logos in social posts, GumGum has a unique offering in the digital image space. I love the balance of the art of creative along with the science of delivery through big data and image recognition – it is the only one-two punch for advertisers that I’ve had an opportunity to represent.

Q: Will you tell us a little about yourself? What are some of your interests personally?

A: My favorite food is a Dairy Queen Dilly bar – soft serve ice cream dipped in chocolate. My favorite movie is the Bill Murray comedy, Caddy Shack. I love biking, swimming, skiing, paddle boarding and sleeping!

To learn more about John and his roadmap for GumGum, see his official press release here.

What Do Publishers Really Think Of The Emerging Forms Of Advertising?

Screen Shot 2015-08-03 at 11.41.20 AMThe advertising industry is hit every day with innovative technologies that transform the way we do business. From mobile, video and native, as well as open exchanges and open programmatic marketplaces, we are continuously breaking new ground.

But are these new forms of advertising really solving the challenges that publishers face on a daily basis? We decided to find out for ourselves, so we interviewed representatives from four media companies: ESI Media, Internet Brands, Terra and Bauer Xcel Media and we asked them what they really thought of the value of these more innovative forms of advertising.

Our findings were highly valuable. Without exception, all of the publishers we spoke to take each of these innovations and changes very seriously. They’re approaching each new ad format and selling model with an open mind. They’re not so quick to pass judgment. User experience is a key criteria to making a decision on how they’ll proceed.

We decided to publish a guide with all of our findings, which includes the interviews with the four media companies, an interview with NYU Professor Anindya Ghose about how millennials consume content and juicy tips for implementing native advertising on your site. Plainly put, it’s got 28 pages of jargon-free awesome content.

Get The Guide!

A Sneak Peak of Upcoming Engineering MeetUp with the LA Tech Community


At GumGum, we encourage one another to share with the advertising and technology communities the knowledge gained from our everyday experiences on the job. Our engineers often write whitepapers and present to the local tech community at events and MeetUps in Santa Monica.

This week, DevOps Engineer Florian Dambrine will present Ansible with GumGum where he will share tips, tricks and best practices about the powerful IT automation tool. We encourage you to swing by, listen and talk about your experiences using Ansible.

In honor of Florian’s upcoming presentation, we decided to ask him some questions about his experience at GumGum and working with Ansible.

What is your role at GumGum?

My job consists of automating any kind of Big Data technology we are using at GumGum. I am also responsible for the production systems we are running in the AWS cloud. My job allows me to work closely with the Software Engineering team to provide them with robust systems that fit their needs.

Why would you say GumGum is different than any other digital advertising company?

I joined GumGum as employee number 30. Just a year and a half later, we have over tripled our headcount and we’ve adapted very well to such incredible growth. A way in which GumGum is special is that we have leveraged the latest and greatest open source technologies in order to deal with the complex obstacles brought on by our spectacular growth.

How would you explain Ansible to a non-engineer?

In order to run an application or a website on a server, the operating system needs to be configured and installed properly. Decades ago, system administrators were doing this configuration manually by running commands on the server itself and going through all of them one by one… Nowadays, tools like Ansible allow you to write codes that define the state that a server needs to reach in order to be ready to host an application or even deploy the application itself. The main purpose of using a configuration management tool like Ansible is to convert your infrastructure as code. Thanks to this concept, you can run the same code against multiple servers simultaneously and you know by fact that they will be installed and configured in the same way. You do not even need to connect to remote servers you just run code against them.

Can you give us a sneak peak about what you will discuss at your Ansible MeetUp?

During this Ansible talk I will share tips, tricks, best practices, observations, and feedback from using Ansible at GumGum. I will first introduce general facts about Ansible and then go over 10 useful tips that we have discovered while using Ansible. I am really excited about sharing what I have learned with the Los Angeles tech community before I move back to France!

Why do you love working at GumGum?

At GumGum, anyone has the opportunity to submit and develop his or her own ideas. Everyone at some point will be able to lead a project from the beginning to the end.

Can you give an example of a project you led from start to finish?

I had a chance to lead multiple projects. Ansible is actually a great example because I introduced the technology one year ago and started this platform myself from scratch. Today we’re a team of 3 DevOps engineers working with Ansible everyday. We are capable of automating and managing 500 servers every day thanks to 60 Ansible automations.

Describe your perfect day.

A perfect day for me is a day where I work on upgrading GumGum’s production heart systems. I love challenging myself with production especially when these modifications need to be done without any downtime. I love having to act quickly and working closely with coworkers.

Tell us something interesting about yourself.

I am French, I never go out without my longboard and I have walked across a 450-foot slackline.

Stay in touch with GumGum by connecting with us on LinkedIn, Facebook and Twitter or by visiting gumgum.com.

Recognizing Our Incredible CTO Ken Weiner

ken_beach (1)Not enough effort is spent recognizing the engineers who make the workings of a business possible. We’re proud to report on some recent news around our very own Chief Technology Officer Ken Weiner.

Ken started as employee #1 at GumGum in 2008, and since then he has grown his engineering team from zero to 30. In addition to developing the company’s core In-Image Ads product, he helped GumGum create new products and revenue channels as well as headlined the evolution into offering programmatic capabilities over the past two years.

Ken continues to be a recognized tech community thought leader. He is involved in establishing standards for in-image and native advertising with the Interactive Advertising Bureau (IAB). He also hosts the ThursdayLunch networking group, wherein people from the Santa Monica startup community meet weekly to share ideas. Ken is a frequent speaker at local technology events, and he recently led a panel discussion during the LA Ad Tech meet-up.

We’re proud to announce that Ken is named one of the 2015 CIO Award honorees by the Los Angeles Business Journal. You can find Ken in the LABJ CIO’s of the Year Supplement.

If you are interested in learning more about Ken and GumGum you can read this PWC interview Scaling online ad innovations with the help of a NoSQL wide-column database and article How NoSQL key-value and wide-column stores make in-image advertising possible.

GumGum Raises $26 Million in Series C Funding

Screen Shot 2015-06-15 at 11.49.24 AMWe’re thrilled to announce that GumGum has raised $26 million in Series C funding led by Morgan Stanley. This is an exciting time for us as we enter into a new chapter of maturity and start building for the long term.

This funding is all about growth. GumGum plans to spend the new money on additional growth overseas, improved image recognition and computer vision, and product development for ad units.

As an engineering company, we plan to continue to introduce disruptive products based on our patented image recognition technology, including expansion into programmatic, native and social analytics solutions. In speaking about expanding beyond in-image ads, CEO Ophir Tanz said there’s an opportunity to apply the company’s technology more broadly. He characterized GumGum as “an engineering company focused on image recognition,” as opposed to the “common misconception … that we’re a marketing company that found this new ad unit.”

Tanz predicted that GumGum could be ready to go public by the end of 2017 — but he also emphasized, “It doesn’t mean we’re going to do that at the end of next year or the following year or the year after that.”

The announcement was originally released by The Wall Street Journal. Other media outlets include Dow Jones, VentureBeat, TechCrunch, SoCalTech, Los Angeles Business Journal (1), Los Angeles Business Journal (2), MediaPost, Social Media Analysis, FashInvest, BuiltinLA, MarTech Advisor and Re/Code, among others. To stay up-to-date on our latest announcements and products connect with us on Twitter, Facebook and LinkedIn.


Can the visual web predict who will win The Oscar? We won’t know for sure until Sunday night, but if current image impression traffic on the GumGum platform is any indication, The Imitation Game is the clear frontrunner to take home the statue for Best Picture, followed by American Sniper, Birdman and Boyhood. Benedict Cumberbatch is the lead contender for Best Actor by a wide margin, followed by Michael Keaton and Bradley Cooper. And Julianne Moore is the favorite for Best Actress, followed closely by Reese Witherspoon.

How do we know? Whether or not an in-image ad is served, GumGum’s technology continually monitors billions of images across our platform, measuring and classifying them on a keyword, category and event basis. For the handful of brands running in-image campaigns this weekend, that means an opportunity to capture the attention of engaged movie fans as they view and share images before, during and after the 87th annual Academy Awards telecast.

Good luck to all the nominees…we’ll report back next week on which Oscar images were most popular, whether or not they turned out to correlate with the winners.

Among the celebrity photos receiving the most traffic across the GumGum platform this week were this image of Julianne Moore (from her film Grace Savage) on NY Daily News, and this one of Benedict Cumberbatch seen on GumGum publisher The Cheat Sheet.

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