Timely & Creative Marketing Requires Controlling Frequency
2012 10-breakthrough-gum gum
1. THE RISE OF IMAGES AND
BREAKTHROUGH
ADVERTISING TECHNOLOGIES
iMedia Breakthrough Summit
October 16, 2012
Ophir Tanz, CEO
GumGum, Inc
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2. 65-70% OF ALL INTERNET TRAFFIC IS
FROM 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
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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 Performance
Interaction Rate
0.08% 0.47% 580%
Engagement
(in seconds)
3s 28s 930%
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13. THANKS!
OPHIR TANZ
1207 4th St Suite 400A
Santa Monica, CA 90401
p 310 260 9666
ophir@gumgum.com
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14. COSMOPOLIS
ADVERTISER CASE STUDY: COSMOPOLIS
Melissa Davis, Manager Theatrical Marketing
Entertainment One Films
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15. COSMOPOLIS
To increase awareness among
moviegoers prior to the opening of
the new Robert Pattinson film,
Cosmopolis, Entertainment One and
its agency Media Storm selected
GumGum’s in-image advertising
platform.
•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
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16. CAMPAIGN DETAILS
GumGum developed the following
campaign to support the awareness
objectives 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.
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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.
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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
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