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.
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 Group. The 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.
Today marks a first for GumGum, as our full-page ad appears on pg. 13 of the annual Digital Issue in Advertising Age’s print magazine.
This is the start of a year-long program with AdAge, designed to raise awareness of GumGum among agencies, brands and the digital advertising industry.
Kudos to our in-house design team for bringing the power of images and the benefit of in-image advertising to life in the industry’s most revered publication.
Have you seen AdAge’s latest Digital Issue, yet? Grab a copy at your nearest newsstand and share your thoughts on our recent print ad by commenting below.
Consumer engagement. Brand impact. Whether it’s initiating a dialogue, extending a brand’s story or determining strategies to win over hearts and minds, consumers are king when it comes to brand marketing online.
For a company that prides itself on innovation, we could not be more proud of being awarded the Los Angeles Business Journal‘s 2013 Patrick Soon-Shiong Innovation Award. The prestigious honor celebrates organizations that stretch boundaries and advance the innovative and economic competitiveness of the Los Angeles region. GumGum was among five companies to receive the honor from among more than 200 nominees and 15 finalists. A complete overview of the awards and all of the winners is part of a spread in this week’s issue of the Journal.
For the press release of this announcement, click here.
For a long time, we’ve wanted to use video to bring to life the concept of in-image advertising in a fun and clever way, and this week we launched an entertaining 40-second spot we think does just that.
“Where Images and Ads Hook Up” casts two young models in a provocative scene; an image is portrayed by the young woman, and the ad is played by a man, while viewers become privy to the steamy interaction that ensues. Our call to action is read on screen: “enhance your brand’s performance,” the double entendre meant to communicate the value of in-image ads within the context of our sexy spot.
This article, authored by GumGum CEO Ophir Tanz, was originally published by PandoDaily on August 28, 2013.
Institutional investment in tech entrepreneurs dates back 50 years or so and, during that period, we’ve seen the average age of funded entrepreneurs drop precipitously. The scenario today is somewhat laughable when you consider it. In a typical early stage venture capital investment, a million dollars or more is pooled from pension funds, charities, endowments and sovereign wealth funds and entrusted to a twenty-something with zero work experience, no real understanding of how to manage people or capital, no ability to command a room, garner press, or even put together decent financials…the list goes on.
Yet there is more investment in unproven entrepreneurs now than ever before. Why? What insurance does an early stage investor have to hedge obvious risk? And, furthermore, is the current value exchange leading entrepreneurs to build the best possible companies?
We know firsthand that pioneering a whole new display advertising channel comes with the responsibility to educate the industry about what we do and why it’s so valuable to the brands and agencies we serve.
To that end, GumGum has authored the first publication of its kind, “The Brand Marketer’s Guide to In-Image Advertising.”
A comprehensive overview of in-image advertising, the guide demonstrates how and why turning images into contextually relevant advertising inventory has become a new and exciting display advertising channel for brands.
In addition to the fundamentals of in-image advertising, the guide also presents several key takeaways, including:
- Average engagement rates compared to standard banner ads.
- Why in-image ads have higher viewability rates than other display ads.
- Why in-image is a scalable display advertising opportunity for brands.
- How in-image advertising drives lift in awareness and purchase intent.
To download a copy of “The Brand Marketer’s Guide to In-Image Advertising” click here for further instructions and additional information.
As seen on Business Insider, the following post was authored by GumGum CEO Ophir Tanz on June 24, 2013:
The death of the banner ad may not be imminent, but the rise of programmatic buying and demand for viewability have forever changed the economics of display advertising. As a result, banner inventory is being valued and sold in fundamentally different ways, forcing a new wave of creative innovation.
Working closely with the Internet’s leading brand advertisers, we hear first-hand how they think about scale, creativity, whether their message will be heard and if it will resonate with consumers. The need to create more engaging display advertising is not a new issue, but it has become a more critical one of late.
The good news is, a new generation of premium ad units is emerging that engages users because they are both relevant and visually appealing. Here are some of the most compelling alternatives to standard banner ads, each having already been proven to increase engagement and drive lift in brand metrics at scale.