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.
Your data will be processed according to our Privacy Policy.
Les publicités ciblées contextuellement de GumGum ont obtenu une moyenne de 92 % de visualisation, contre 55 % pour les formats standard.
Quatre groupes de test ont été constitués, avec 600 répondants issus de grandes marques innovantes couvrant quatre secteurs verticaux différents : les services financiers, l'électronique, les produits pharmaceutiques et les produits de beauté.
Les personnes interrogées se sont vues présenter un certain nombre de pages web sur des sites à contenu premium. Lumen Research a créé un environnement de test qui imite l'expérience de navigation en ligne dans le monde réel.
Les formats contextuellement ciblés de GumGum ont obtenu 3 739 secondes d'attention par 000' d'impressions, soit 22 fois plus que pour les unités standard.
