GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award

  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award
  • GumGum Wins Prestigious Patrick Soon-Shiong Innovation Award

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.

 

Where Images and Ads Hook Up

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.

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Leasing a Soul and Building Better Companies (PandoDaily Post)

Leasing a Soul and Building Better Companies (PandoDaily Post)

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?

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LURID: A Look Into GumGum’s Heuristic Technologies

In this photo still from a leading women's retailing website, the model's skin exposure, body angle and facial positioning is detected by GumGum's LURID image classifying system to output a comprehensive score of image content safety. As seen here, the image is classified as (generally) safe.

In this photo from a leading womens retail website, the model’s skin exposure, body angle and facial positioning is detected and output by GumGum’s LURID image classifying system along with a comprehensive score of image safety and an estimate of what she’s wearing. As seen here, the image is classified as (generally) safe.

How would your computer know if the content of an image is safe? Can computer intelligence correctly detect levels of safe and unsafe image content?

These are some of the questions our team of image scientists have been working to answer, and have resulted in some of the core technologies that differentiate GumGum from other image-based advertising providers.

Led by our director of image technology, Daniel S. Rosen, GumGum’s patented technology breaks down an image to its core elements using several heuristic methods, including image science, human physiology and plain old common sense analytics.

Through this approach, Rosen and his team created a system capable of detecting skin tones, facial and body measurements/positions, which collectively constitute GumGum’s LURID image classifier- a revolutionary system that generates an output score along with analytical data determining whether an image is generally safe, generally unsafe, probably safe or probably unsafe.

Providing this level of analysis and detection leaves the subjective decision making of whether to display an ad on a particular image in the hands of advertisers and account managers, instead of allowing machines to decide.

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Taking an In-Depth Look at In-Image Advertising

research

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 Advertisingclick here for further instructions and additional information.

These Alternative Ads Might Save Display Advertising (Business Insider Post)

These Alternative Ads Might Save Display Advertising (Business Insider Post)

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.

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Luma Partners Reveals the Future of Advertising

    The budding “LA Ad Tech” group met recently at Cross Campus in Santa Monica to discuss the future of digital marketing, where guest speaker Brian Andersen gave a preview of the “State of the State” presentation he was preparing for the exclusive Luma Partners Digital Media Summit during Internet Week in New York.

    We were impressed by Andersen’s market insight and how he used a derivative of the infamous LUMAscape slides to describe current trends. He also unveiled a new Marketing Technology landscape slide and mentioned plans to address the evolving digital television segment.

    The full “State of the State” presentation with audio is embedded below, but here were a few of our key takeaways from Andersen’s LA Ad Tech talk:

    • The introduction of Google AdEx 2.0 in 2009 was a pivotal transition for the industry, leading to the rise of programmatic buying and the data management and “intelligence layer.”
    • As real-time bidding takes over media buying, performance advertising tied to commerce scales with automation and becomes less of a discretionary expense.
    • Mobile phones and tablets are conversion devices. They are facilitative rather than interruptive and are serving to flatten the purchase funnel.
    • Data is enabling cross-channel advertising like never before, integrating across all consumer touch-points and utilizing data up and down the purchase funnel.
    • The future of digital advertising lies at the intersection of premium inventory and native/social applications with the ability to create connections and drive commerce.

    Thanks to Nicole Jordan and KW Low for rallying LA’s vibrant ad tech community!

    Stay informed by subscribing to their newsletter on the LA Ad Tech website or by joining the group’s Facebook page.

    For Andersen’s full presentation slides, see below:

    Publisher Spotlight: Wetpaint

    Publisher Spotlight: Wetpaint

    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.

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    What is “Premium”?

    What is “Premium”?

    Much has been said on both sides of the premium vs. programmatic debate in recent months, with some going as far as to declare real-time bidding will someday overtake the role of digital media sales professionals.

    Such an eventuality, should it come to pass at all, is likely still a few years away. In the meantime, there’s no lack of work to be done to package premium opportunities around a publisher’s best inventory and alternative ad units like those available on GumGum’s in-image advertising platform.

    But what exactly does “premium” mean?

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    Cat’s Pride Case Study Featured at ad:tech

    We couldn’t be more proud to present our campaign for Cat’s Pride® Fresh & Light® cat litter at ad:tech San Francisco this week. During the session, “Native Ads, Images and New Must-Haves in the Media Plan,” GumGum SVP of Marketing, Tony Winders and our client, Bob Tacy, SVP of Digital Media at Doner, will present how in-image advertising put Cat’s Pride® directly in front of cat enthusiasts.

    Other panelists include Dave Martin, SVP of Media for Ignited; Julie Jensen, Sr. Group Manager of Media for The Clorox Co.; Gyro Executive Creative Director Steffan Postaer; and Sharethrough Co-Founder and CEO Dan Greenberg. We’re looking forward to hearing these other experts’ views, especially in light of our post on native advertising last week.

    Fresh and Light Demo Still

    The Cat’s Pride® campaign was one of GumGum’s most successful ever, boasting an overall click-through rate of 1.18
    percent. Upon interacting with the creative, consumers were taken to a video light box overlay that
    achieved a 50 percent completion rate and a 4.22 percent CTR to the official Cat’s Pride® website.

    Fresh and Light Creative

    To download the complete Cat’s Pride® case study, click here. For a look at other GumGum campaigns,
    visit: demo.gumgum.com