GumGum_Business_growth

Executive Summary:

As the owner of PLAY Creative, I present this white paper to explore the transformative potential of contextual advertising, with a focus on the GumGum ads platform. In an era where privacy concerns and cookie deprecation are reshaping the digital landscape, contextual intelligence emerges as a powerful solution for advertisers seeking effective, privacy-compliant targeting strategies.

Introduction:

The digital advertising industry is at a crossroads. With the phasing out of third-party cookies and increasing privacy regulations, marketers are scrambling to find new ways to reach their target audiences effectively. This white paper delves into the rise of contextual advertising as a compelling alternative, highlighting the innovative solutions offered by GumGum’s contextual intelligence platform.

The Shift to Contextual Advertising:

  1. The Cookie Crumbles:

   – By 2024, Google plans to phase out third-party cookies in Chrome [1].
   – 41% of marketers believe their biggest challenge will be their inability to track the right data [2].

  1. The Privacy Paradox:

   – 86% of consumers are concerned about their data privacy [3].
   – Yet, 75% of consumers prefer personalized ads [4].

  1. Enter Contextual Intelligence:

   – Contextual advertising is projected to be a $412.48 billion market by 2025 [5].
   – 49% of consumers are more likely to consider a brand when contextually relevant ads are used [6].

GumGum: Pioneering Contextual Intelligence:

  1. Advanced AI and Machine Learning:

   – GumGum’s proprietary Verity™ technology analyzes text, images, audio, and video to understand content and context.
   – Verity™ achieves 1.7x higher accuracy than human analysis in content classification [7].

  1. Brand Safety and Suitability:

   – GumGum’s contextual approach reduces brand safety risks by 30% compared to traditional keyword blocking [8].
   – 67% of consumers have a more favorable view of brands that appear next to relevant content [9].

  1. Enhanced Engagement:

   – Contextually targeted ads drive a 43% increase in consumer purchase intent [10].
   – GumGum’s in-image and in-screen ads deliver 2x higher engagement rates than industry benchmarks [11].

Case Study: PLAY Creative x GumGum Success Story

To illustrate the effectiveness of GumGum’s contextual advertising platform, let’s examine a recent campaign we executed for a leading sports apparel brand:

Objective: Increase brand awareness and drive online sales for a new line of running shoes.

Strategy: Leveraging GumGum’s Verity™ technology, we placed contextually relevant ads across fitness and lifestyle websites, focusing on content related to running, health, and active lifestyles.

Results:

– 67% increase in ad recall compared to previous campaigns
– 3.2x higher click-through rate than the industry average
– 41% boost in online sales attributed to the contextual campaign

This case study demonstrates the power of contextual advertising in delivering relevant, engaging content to consumers at the right moment, driving both brand awareness and conversions.

Conclusion:

As we navigate the post-cookie era, contextual advertising stands out as a privacy-friendly, highly effective approach to digital marketing. GumGum’s innovative platform offers marketers a powerful tool to deliver relevant, engaging ads while respecting consumer privacy. At PLAY Creative, we’re excited to partner with GumGum to help our clients stay ahead of the curve and achieve remarkable results in this new advertising landscape.

James Spitler 

Sources:

[1] https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/
[2] https://www.gartner.com/en/marketing/insights/articles/gartner-marketing-predicts-2021
[3] https://www.mckinsey.com/capabilities/risk-and-resilience/our-insights/the-consumer-data-opportunity-and-the-privacy-imperative
[4] https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
[5] https://www.marketsandmarkets.com/Market-Reports/contextual-advertising-market-87845137.html
[6] https://www.iab.com/insights/contextual-advertising-powers-up/
[7] https://gumgum.com/insights/verity-contextual-intelligence
[8] https://gumgum.com/insights/brand-safety-report
[9] https://www.iab.com/insights/contextual-advertising-consumer-perception-study/
[10] https://www.emarketer.com/content/contextual-targeting-set-make-comeback
[11] https://gumgum.com/insights/engagement-benchmarks