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2012 10-breakthrough-gum gum

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Transcript

  • 1. THE RISE OF IMAGES ANDBREAKTHROUGHADVERTISING TECHNOLOGIESiMedia Breakthrough SummitOctober 16, 2012Ophir Tanz, CEOGumGum, Inc 1
  • 2. 65-70% OF ALL INTERNET TRAFFIC ISFROM IMAGE VIEWING• 5 trillion images online• 10% of all photos online were taken in the last 12 months• Popularity of Pinterest and Instagram• 300 million images are uploaded to Facebook each day 2
  • 3. WHAT IS IN-IMAGE ADVERTISING? 3
  • 4. IN-IMAGE MOBILE ADS 4
  • 5. USERS FOCUS ON CONTENT 5
  • 6. BANNER BLINDNESS 6
  • 7. LIVE DEMO DEMO (http://demo.gumgum.com) 7
  • 8. THE WORLD’S LARGEST IN-IMAGE PLATFORM REACH PREMIUM PUBLISHERS 150M HUNDREDS #1 largest In-Image Hundreds of the web’s top advertising platform online publishers are partnered with with monthly uniques of GumGum 150+M Standard GumGum Increase in 728x90 Banner In-Image Ad PerformanceInteraction Rate 0.08% 0.47% 580% Engagement (in seconds) 3s 28s 930% 8
  • 9. GUMGUM’S CUSTOMERS PUBLISHERS ADVERTISERS 9
  • 10. IMAGE ANALYSIS IMAGE IMAGE CLUSTERING RECOGNITION IMAGE TAG ANALYSIS SEMANTIC ANALYSIS META DATA KEYWORDS Chrysler, Challenger, Barracuda, Chrysler Barracuda, Dodge, Plymouth, sports car, two door, muscle car, Chrysler 300 platform, Dodge Charger, sports coupe, model renamed, Valiant platform, Motor Trend, rumors 10
  • 11. BRAND SAFETY Strict publisher Proprietary image Third-party ad Manual network acceptance criteria recognition verification technology image review process technology 11
  • 12. TARGETING BEST PRACTICESTargeting can be done on akeyword or category basis. 12
  • 13. THANKS! OPHIR TANZ 1207 4th St Suite 400A Santa Monica, CA 90401 p 310 260 9666 ophir@gumgum.com 13
  • 14. COSMOPOLIS ADVERTISER CASE STUDY: COSMOPOLIS Melissa Davis, Manager Theatrical Marketing Entertainment One Films 14
  • 15. COSMOPOLISTo increase awareness amongmoviegoers prior to the opening ofthe new Robert Pattinson film,Cosmopolis, Entertainment One andits agency Media Storm selectedGumGum’s in-image advertisingplatform.•Movie fans 17-25, skewing slightly male (hipsters, film students, Davi Cronenberg fans)•Art film fans, especially affluent/ college educated women (Don DeLillo fans)•Robert Pattinson fans 15
  • 16. CAMPAIGN DETAILSGumGum developed the followingcampaign to support the awarenessobjectives for Cosmopolis:•Targeting: GumGum Entertainment Channel and related keywords (Robert Pattinson, David Cronenberg, Twilight, etc.)•Creative: Custom animated units created by GumGum, including a video light box to display the trailer, with links to the official site and Facebook landing pages.•Flight Dates: A week prior to the film opening in New York and Los Angeles. 16
  • 17. COSMOPOLIS PUBLISHERSIn-Image ads for Cosmopolis ran acrossthese publishers on GumGum’splatform. 17
  • 18. CAMPAIGN RESULTS•Click-through rate: 0.43%•Video play rate: 78.39%•Video completion rate: 49.88%•Video click-through rate: 1.50%•The highest performing sites were those dedicated to movies, including themovieinsider.com, moviefanatic.com, movieweb.com and zap2it.com. 18
  • 19. THANKS! LOS ANGELES NEW YORK 257 Park Ave. S Suite 1207 4th St Suite 400A 500 Santa Monica, CA 90401 New York, NY 10003 p 310 260 9666 p 646 937 5786 Ophir Tanz, CEO: ophir@gumgum.com Rob Elder, SVP Sales: rob@gumgum.com Greg Pritchard, VP Pub Dev: greg@gumgum.com 19