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New Study Proves that GumGum’s Contextual Solutions Increase Ad Viewability & Brand Recall
In a complex digital landscape, where consumers are constantly bombarded with brand messaging, how do we measure ad success? Recently, one method that is gaining traction is attention-based measurement, which uses metrics around “ad viewability” to identify how long eyeballs were actually on a particular brand message.
With the decline of third-party data, GumGum’s contextual technology is leading the way into a cookie-less future. GumGum partnered with Lumen Research and Publicis Groupe to put its contextual expertise to the test through attention-based metrics and proved that display ads that are contextually targeted drive greater consumer attention.
New Study Proves that GumGum’s Contextual Solutions Increase Ad Viewability & Brand Recall
In a complex digital landscape, where consumers are constantly bombarded with brand messaging, how do we measure ad success? Recently, one method that is gaining traction is attention-based measurement, which uses metrics around “ad viewability” to identify how long eyeballs were actually on a particular brand message.
With the decline of third-party data, GumGum’s contextual technology is leading the way into a cookie-less future. GumGum partnered with Lumen Research and Publicis Groupe to put its contextual expertise to the test through attention-based metrics and proved that display ads that are contextually targeted drive greater consumer attention.
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GumGums kontekstuelt målrettede annoncer havde en gennemsnitlig synlighed på 92 % i forhold til 55 % for standardformater.
Der blev oprettet fire testgrupper med 600 respondenter fra store og innovative brands inden for fire forskellige brancher: finansielle tjenester, elektronik, lægemidler og skønhed.
Respondenterne fik vist en række websider på premium-indholdssider. Lumen Research skabte et testmiljø, som efterlignede den virkelige verdens online browsing-oplevelse.
GumGums kontekstuelt målrettede formater havde 3.739 sekunders opmærksomhed pr. 000' visninger, hvilket var 22 gange mere end for standardenheder.
