Thank you Howard!
See the interview segment above or follow the video link here.
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:
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.
We’re proud of our publisher partners and regularly feature the sites we think do an outstanding job of incorporating in-image advertising into their sites.
One of our newest publishers, Wetpaint Entertainment is an entertainment news site with more than 12 million unique visitors per month. Started in September of 2010, the site reaches young, educated and affluent women who love entertainment. Its parent company, Wetpaint, uses its social media publishing and distribution platform to build and engage audiences that are highly attractive to advertisers.
We spoke with Melissa LaCaille, senior manager of revenue and ad operations to get her thoughts on the in-image advertising category and working with GumGum.
Clients, Partners and Friends,
As the visual web continues to evolve, so does in-image advertising and the growth of GumGum. Over the past year our team has nearly tripled in size, and we’ve run hundreds of campaigns. We now have offices in New York, Chicago, Detroit, San Francisco and Los Angeles and partners that represent us internationally in Canada and Latin America.
Our growth isn’t accidental. It is because in-image advertising works for each of our stakeholders. Brands achieve their objectives because ads are targeted and visible, publishers earn more revenue because their images can now be monetized, and consumers are satisfied because the ads are relevant and unobtrusive.
We’re proud of our accomplishments to date, but our work continues toward nurturing in-image advertising to its full potential. As we continue to educate the industry about the power of images for marketing and monetization, our priority is to continue providing our advertiser and publisher partners with superior technology, excellent service and outstanding results.
Finally, we would not be where we are today without your support, and I’d like to thank our brands, agencies, publishers, investors, advisors and staff, each of whom are responsible in some way for our continued success.
GumGum Relaunches Monthly Newsletter
To see Ophir’s letter and get a full look at our March newsletter, click here.
Our clients absolutely LOVE that GumGum click-through rates average between .2 and .5 percent, our video completion rates are 62 percent and CTRs from our video light box average a whopping 1.8 percent. But as any savvy digital marketer will tell you, those engagement metrics are only a proxy for what brand advertisers really want to know: does in-image advertising move the needle on brand metrics?
The answer is a resounding YES!
According to a recent Vizu study, GumGum’s in-image ads significantly raised the awareness of a new comedy series for a major broadcast television network in the days leading up to its debut. In addition to an overall brand lift of 5.3 percent, our custom animated rich media unit drove 8.8 percent lift. When the frequency of survey respondents exposed to 3-4 impressions generated a whopping 22.4 percent lift.
As we continue to prove that in-image advertising can deliver key brand metrics, this is the kind of research our advertiser partners can expect and we look forward to presenting to the online advertising industry in 2013 and beyond.