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New Research Highlights the Importance of Consumer Mindset in Contextual Targeting
GumGum partnered with MAGNA Media Trials to test the impact of contextual video targeting, and identify any differences between the use of metadata only versus a contextual intelligence engine. The research proved that that contextual targeting can achieve what other audience targeting solutions can’t: the ability to harness the consumer mindset to drive impact.
New Research Highlights the Importance of Consumer Mindset in Contextual Targeting
GumGum partnered with MAGNA Media Trials to test the impact of contextual video targeting, and identify any differences between the use of metadata only versus a contextual intelligence engine. The research proved that that contextual targeting can achieve what other audience targeting solutions can’t: the ability to harness the consumer mindset to drive impact.
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Mindset spiller den største rolle i forhold til at skabe handling; 61% af effekten på Search Intent er drevet af, at en person er i humør til brandets budskab.
Deltagere fra et nationalt repræsentativt panel blev randomiseret i test- og kontrolgrupper
Kontekstuel videomålretning driver betydelige målinger for brands, med brandfavorisering op til +4%, anbefalingsintention op til +5% og søgeintention op til +6%.
At gå ud over metadata skaber 12% stærkere overensstemmelse mellem annonce- og videoindhold.
