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In-Image Advertising Goes Programmatic

As programmatic continues to dominate the advertising industry agenda, we recently unveiled GumGum’s strategy and announced our first major partnership. Having invented the in-image advertising category, it’s only fitting we’d be first to make this premium inventory available to brands programmatically.

Speaking at the AdAge Digital Conference in San Francisco, GumGum CEO Ophir Tanz outlined our new capabilities and Adweek published this article about how we’ve partnered with Xaxis to make in-image advertising available programmatically for the first time. You can read the full text of the press release here. In the coming weeks we’ll be making additional partnership announcements.

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This is an important milestone for GumGum and demonstrates our ability to walk in step with the ever-changing advertising industry landscape in order to best serve our advertiser and publisher partners. Equally important, it provides a small glimpse into what we think the future of advertising may look like as data and economic efficiency continue to inform media buying decisions.

Above all, what excites us most about our new programmatic capabilities is the huge untapped opportunity it represents for our advertisers. For the first time, advertisers on our platform will be able to combine the benefits of in-image with the power of their audience targeting data and the efficiency of programmatic.

We think this is a tremendous leap forward for premium programmatic and we look forward to working with our clients and partners to capitalize on the opportunity this represents for brands.

If you’d like to learn more about how to transact with GumGum programmatically, email programmatic@gumgum.com or visit the contact page on our site. We’d love to discuss it with you!

GumGum Talks Advertising Week on Fox

Our founder and CEO Ophir Tanz made an appearance on Fox Business Channel’s Risk & Reward with Dierdre Bolton this week to discuss Advertising Week, the growth of GumGum and the role of in-image ads in the rapidly changing digital advertising industry.

In addition to lending his perspective on the news and industry buzz happening across hundreds of events taking place in New York this week, the interview highlighted GumGum’s role in Advertising Week as a sponsor of the annual IAB MIXX conference, the Mobile Media Summit and the Brand Innovators dinner.

Click here to watch the entire segment, which originally aired on Thursday, October 2, 2014.

GumGum In “The Loop” at Mindshare

The loop_thumbnailOreo’s now-famous Super Bowl Tweet set the bar for adaptive marketing in 2013, but applying that kind of quick wit to media strategies that have been in place for months is easier said than done. Since then, other brands have been working to devise their own approach for how to capitalize on real-time media and marketing opportunities.

Mindshare North America has been leading the charge into the next era of adaptive marketing, so we were thrilled when they invited GumGum to become an Action Partner in THE LOOP. As an Action Partner, GumGum joins several high-profile digital advertising providers who will help Mindshare clients identify the right combination of paid media products and services to apply at culturally dominant moments that are relevant to their audiences.

We can think of no better use of our in-image advertising technology. Through our deep contextual understanding of images on a keyword and category basis, we’ll be able to identify relevant photos surrounding cultural touchstones, such as celebrities, sporting events, music festivals and more. We’ll be able to identify the most popular images as they are trending and isolate those that are most appropriate for Mindshare clients to apply their marketing messages in real time.

As our image recognition technology continues to improve, we foresee being able to provide partners like Mindshare with even deeper insights about how brands are represented in photos and how they are shared socially and by whom. Until then, we’re just happy to be in Mindshare’s “loop” and look forward to being part of helping our new partner shape the future of adaptive marketing.

Infographic: Viewable vs. Seen

ViewableVsSeen_Post

We’ve learned a lot about viewability over the past year, both as a company and an industry. But if we’ve learned anything, it’s that people are still at varying stages of understanding on this important industry topic. To that end, we created this easy-to-read infographic entitled “Viewable vs. Seen” to provide a quick study on the core issues surrounding viewability.

As Sherrill Mane said in her recent MediaPost article “Getting Clear On Viewability,” the industry still has lots of questions, especially as it pertains to transacting on viewable impressions and how non-measurable impressions should be handled. Another resource we’ve found especially helpful is “Succeeding with Viewable Impressions and Audience Guarantees,” a comScore presentation by Andrea Vollman containing several best practices related to transacting on viewable impressions.

As we all move toward a better understanding of viewable impressions, the one thing we’ve learned is that while it’s great to be viewable,  it’s even more important to be seen. A PDF version of the infographic can be found here: GumGum Infographic – Viewable vs Seen.

GumGum Image Scientists Present at IPCV

In a testament to our deep understanding of images, GumGum’s image science team has co-authored a paper delving into the technology behind our recent hair color detection campaign for L’Oreal Paris. This image recognition technology was used by L’Oreal to dynamically target product ads based on hair color and hair volume identified in photos of faces for its Ombre campaign. Our image scientists, Cambron Carter and Dan Rosen, presented their “Automated Hair Color Determination” paper in Las Vegas at the Image Processing, Computer Vision conference this past week. The paper presents their approach and results when using the newly developed image recognition technology. If you are interested and/or scientifically inclined, you can read the full text of the paper here.

Publisher Spotlight: Parent Society

parent society

Recently, we had a chance to touch base with Christine Cook, Ad Operations Manager at our publisher partner, Parent Society, an online lifestyle site for parental-based content. Here is what she had to say about working with GumGum.

 

When was your site started?

We launched with the Cute Kid in 2006.

How would you characterize the audience you reach (size, demographic composition, ect.)?

We’ve got about 3 million unique visitors per month, consisting mostly of moms ages 25-54 with kids under 10. Average HHI (Household Income) $75,000. Our moms are highly engaged, very social and consider themselves shopping, foodie and health/beauty trendsetters.

How long have you been running GumGum ads?

We launched GumGum ads in February 2014.

What appeals most to you about the in-image advertising format?

Our site is extremely visual, with lots of slideshows and photos so it’s a great way to serve a highly visible and impactful ad unit where we have tons of inventory making for great incremental revenue on an area we weren’t really monetizing before.

Do you have a favorite GumGum ad format or a favorite campaign that has run on your site?

The Maytag campaign was great as it was highly engaging and fun and was super relevant to our users, (what Mom wouldn’t love a new washer/dryer?). The visual was really cool and definitely grabbed the user’s attention.

Have you received any feedback from site visitors about ads from GumGum?

Our visitors seem to be happy with the ads. We’ve never received any complaints about them!

What advice would you give to other publishers thinking about working with GumGum?

I’d say go for it and test it out. There’s really nothing to lose. It’s not something that’s going to run on every single image served, so it’s not intrusive. We’ve had really incredible results so far and GumGum is so easy and pleasant to work with. We’re having a great experience and look forward to keeping the partnership going long term.

Is there anything else you’d like to add about working with GumGum?

Just that it’s been a real pleasure. The GumGum team has made is so painless and seamless, we couldn’t ask for more. They’re always quick to reply when we’ve got questions and have been just super helpful overall.

 

Brands Score Big with World Cup Images

SportingsNews-SeaDooOne of the most popular and fastest growing uses of in-image advertising is for brands to surround the images of major sporting events such as the Olympics, the Super Bowl and now, the 2014 FIFA World Cup.

Three World Cup targeted campaigns are currently running on the GumGum platform, officially selling out that inventory through mid July. More details of GumGum’s World Cup efforts were profiled on the cover of this week’s Los Angeles Business Journal.

Why are sporting events are so attractive for brands? One major reason is how they are captured so eloquently online with imagery. Images are a powerful storytelling medium that evoke emotion and viscerally capture the moment of victory or defeat like no other. Another reason is how people interact and engage around sporting events. Few other cultural activities inspire community and photo sharing the way sports do. Moreover, brands want to be associated with positive and consistent event platforms, which GumGum helps extend from the realm of live events and television onto the Internet through images.

This event is similar to high profile entertainment occasions such as the Academy Awards. The 86th Academy Awards, held in February, reached 40 million viewers and attracted up to $1.9 billion for 30 second advertising spots during the show. The FIFA World Cup is expected to attract more than 3.2 billion people during its five week duration. Both of these events capture a large online audience as well. Placing relevant World Cup advertisements on images and articles pertaining to the games allows brands to successfully reach their intended audience.

Hair Color Detection Making Waves

GumGum’s image recognition technology has gotten a lot of attention lately, based on new hair color and volume detection features developed by our image scientists, Daniel Rosen and Cambron Carter. L’Oreal Paris’s Feria and Preference Ombre campaigns are among the first to apply this innovation, which connects image recognition to online ad serving. Ad Age highlighted the L’Oreal campaign, which targeted the right product ad according to the color of hair identified in the photos. loreal_tech_comp03

GumGum isn’t only getting attention from Ad Age. These personal and relevant placements allow consumers to better “recognize and respond to this type of advertisement,” according to Mobile MarketerMarketing Dive said, “there is certainly a world of potential for the type of technology GumGum has developed.” Business Week calls this method, “an important shift for online advertising.”

Viewability is No Guarantee of Being Seen

Yesterday the Media Rating Council published its long-awaited Viewable Ad Impression Measurement Guidelines and lifted its “advisory” against transacting business on the basis of its new viewable impression standard. This is a great first step in the march toward attracting more brand budgets to digital and the ambitious long-term agenda of the industry’s Making Measurement Make Sense (3MS) initiative. But it’s not enough.

There’s a big difference between impressions that are “viewable” and those that are “seen.” After all, how much of an impression can a banner ad on the periphery of a page really make if only half of its pixels are in view for one second? It’s a fine technical standard, but not one that’s likely to move the needle on brand metrics.

As our COO Phil Schraeder explains in an op-ed piece in AdAge today, despite industry consensus on a new viewable impression standard, our banner blindness epidemic is likely to continue.

In a study commissioned by GumGum, eye tracking ad research firm Sticky found pages with in-image ads (left image) outperformed its benchmarks for ads being seen than pages displaying only standard banner ads (right image).

In a study commissioned by GumGum, eye tracking ad research firm Sticky found pages with in-image ads (left image) outperformed its benchmarks for ads being seen than pages displaying only standard banner ads (right image).

According to this infographic published by eye tracking firm Sticky, about half of all ads that are technically viewable aren’t actually seen. But a study commissioned by GumGum beat those benchmarks, as Sticky found in-image ads drew significantly more attention than pages containing only standard banner ads. No wonder there is so much excitement around the promise of native advertising. In fact, in its In-image Advertising Primer published last month, the IAB said it will now include in-image advertising to its Native Advertising Playbook.

It’s fantastic that a green light has been given to transact on viewable display impressions, and we’re ready. In December, GumGum announced the MRC-certified viewable impression measurement capabilities of DoubleVerify would be integrated directly into our platform.

At GumGum, we’re ready for the brave new world of viewable impressions – in fact, we think ours are the most viewable display units available on the market today. But we’re going beyond just giving advertisers an assurance that we delivered the impressions they ordered. We’re focused on helping our agency partners connect with consumers in ways that are known to be seen, interacted with and will truly move the needle on the engagement metrics marketers care about most.

GumGum Leads Report on In-image Ads

Screen Shot 2014-03-20 at 3.31.32 PM We’re proud to announce the release of the “In-image Advertising Primer” by the Interactive Advertising Bureau, which we co-authored alongside other members of its Image-Based Advertising Working GroupThe first publication of its kind, the report details the benefits images hold for brand advertisers, publishers and consumers alike.

The announcement drew attention from some of our favorite advertising trade publications, including Mediapost and ClickZ. We’d especially like to thank Carl Kalapesi at the IAB for spearheading this effort, along with other members of the IAB Image-Based Advertising Working Group. Also, special thanks to our marketing colleagues Susan Chaika at Nielsen and Rachel Conforti at DoubleVerify.

To download a copy of the  paper, follow this link: bit.ly/1mjEaUQ. To read the press release issued by the IAB go to bit.ly/OFGRli

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