It’s time to revisit the marketing adage that in order to be effective, an online ad needs to be delivered to the right consumer, at the right time, and in the right place. Programmatic advertising has made it easier to achieve these three goals, and it’s become a table stake for many brands. But the rise of mobile and recent advances in ad tech means we can expect more. The context around where an ad is served is making a comeback, and when combined with the right behavior, can help serve highly effective ads to consumers who are more likely to be receptive. To be relevant today, an ad needs to be served to a consumer not only in the right mindset, but also with the right creative—without being annoying. This session explores how the latest versions of image recognition technology, contextual targeting, and trend targeting can help achieve these goals programmatically and in a mobile environment. It highlights how creative limitations in programmatic can be addressed, and it showcases examples of groundbreaking, programmatically delivered in-image advertising campaigns from Fortune 100 brands.
Going beyond “right time, right place & right consumer”GumGum
It's time to revisit the marketing adage that in order to be effective, an online ad needs to be delivered to the right consumer, at the right time, and in the right place. Programmatic advertising has made it easier to achieve these three goals, and it’s become a table stake for many brands. But recent advances in ad tech means we can expect more. The context around where an ad is served is making a comeback, and when combined with the right behavior, can help serve highly effective ads to consumers who are more likely to be receptive. To be relevant today, an ad needs to be served to a consumer not only in the right mindset, but also with the right creative -- and without being annoying. This session will explore how the latest versions of image recognition technology, contextual targeting and trend targeting can help achieve these new goals programmatically, as well as how creative limitations in programmatic can be addressed. Finally, this session will also show examples of groundbreaking, programmatically-delivered In-Image advertising campaigns from Fortune 100 brands.
Going beyond “right time, right place & right consumer”GumGum
It's time to revisit the marketing adage that in order to be effective, an online ad needs to be delivered to the right consumer, at the right time, and in the right place. Programmatic advertising has made it easier to achieve these three goals, and it’s become a table stake for many brands. But recent advances in ad tech means we can expect more. The context around where an ad is served is making a comeback, and when combined with the right behavior, can help serve highly effective ads to consumers who are more likely to be receptive. To be relevant today, an ad needs to be served to a consumer not only in the right mindset, but also with the right creative -- and without being annoying. This session will explore how the latest versions of image recognition technology, contextual targeting and trend targeting can help achieve these new goals programmatically, as well as how creative limitations in programmatic can be addressed. Finally, this session will also show examples of groundbreaking, programmatically-delivered In-Image advertising campaigns from Fortune 100 brands.
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
Cambrand es una app móvil que es capaz de identificar productos y marcas y darnos información general sobre precio, ofertas, localización de tiendas...
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
Industry overview of the mobile user acquisition space going over the ad networks, attribution trackers, and in-app analytics tools.
Also see my Medium post for my information: http://bit.ly/1np5X6s
All recommendations are personal opinion and does not represent Flow State Media.
Give Mobile Users What They Want - Mobile Video Ads (Outstream Video on Smaato)Eric Arline
Despite the smaller screen size, mobile video advertising is gearing up to reach new heights. Video effectively commands attention, and is why mobile video ad spending is already growing faster than any other digital advertising format. Data from a Q1 2016 ad buyer report by Cowen and Company reckons U.S. mobile video ad spend will not only double in the next two years - reaching $9.9 billion - but will also overtake desktop for the first time. Come find out how to improve your mobile video monetization strategy.
LUMA's State of Digital Marketing at DMS West 15LUMA Partners
At LUMA Partners' inaugural Digital Marketing Summit, we presented the State of Digital Marketing, which provides our views on the market and significant trends in the digital marketing ecosystem. We hope you enjoy it.
Ad blocker update how the latest changes affect advertising MatchCraft
The ad blocker saga continues for advertising. As you know, ad blocking has been on the rise for some time now. And when we last updated you, we had suggested a slew of creative solutions that you could experiment with to hopefully circumvent the problem.
However, recent changes from Google have the power to change the game once again. Here are a few critical updates you need to be aware of.
Steelhouse Personalized Content Engine Integration with Magnolia CMSMagnolia
This presentation was given at Magnolia Conference 2013 by Jan Haderka, General Manager at Magnolia Czech Republic, and Mark Douglas, CEO at SteelHouse.
SteelHouse provides its customers with a wide range of marketing tools to enhance their websites with, for example targeted campaigns, re-targeting and analyzing visitors' behavior, along with suggestions on how to increase conversion rates.
In this talk, you will learn how easy it is to integrate Magnolia with SteelHouse and how your website can benefit from such an integration. Learn about the whole range of services provided by SteelHouse to help you achieve your business goals faster and better.
Top new solutions from Google just in time for the 2016 holiday season. In this brief, we'll update you on the latest offerings and discuss the best ways that retailers can implement them.
RocketROI is #6 agency for PPC optimization according to Google and Deloitte.
Most nominated agency at Google Premier Partner Awards 2018, RocketROI has won the Mobile Innovation Award 2018.
Learn how we made it here.
For more case studies: https://www.slideshare.net/BenedettaGiungi/rocketroi-case-studies/BenedettaGiungi/rocketroi-case-studies
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the NoiseMichael Zarcone
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both.
With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
We continuously support our ad-agency clients, and are forever looking for new innovative ways to do that.
One way is through our Demystify Digital Guides. This is the second instalment in the series and focuses on Programmatic Radio.
Presentation slides by Ben Plomion at Cannes Lions 2016 on the topic of the rising importance of the visual web and how computer vision and image recognition can be used for various marketing applications such as smarter advertising, visual intelligence, event sponsorship measurement and social media monitoring and engagement .
Presentation slides by COO/CFO Phil Schraeder at Cannes Lions 2016 on the topic of native advertising. The slides highlight GumGum’s mission to unlock the value of every connected image online and how this mission has become increasingly valuable with the rising importance of images in today’s culture. He goes on to explain how GumGum ads are highly viewable and capture consumers’ attention where they are already actively engaged. Also included: GumGum products, premium publisher highlight, platform reach and ad examples.
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Similar to Phil Schraeder speaks at IAB MIXX 2016: Going Beyond “Right Time, Right Place & Right Consumer”
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
Cambrand es una app móvil que es capaz de identificar productos y marcas y darnos información general sobre precio, ofertas, localización de tiendas...
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
Industry overview of the mobile user acquisition space going over the ad networks, attribution trackers, and in-app analytics tools.
Also see my Medium post for my information: http://bit.ly/1np5X6s
All recommendations are personal opinion and does not represent Flow State Media.
Give Mobile Users What They Want - Mobile Video Ads (Outstream Video on Smaato)Eric Arline
Despite the smaller screen size, mobile video advertising is gearing up to reach new heights. Video effectively commands attention, and is why mobile video ad spending is already growing faster than any other digital advertising format. Data from a Q1 2016 ad buyer report by Cowen and Company reckons U.S. mobile video ad spend will not only double in the next two years - reaching $9.9 billion - but will also overtake desktop for the first time. Come find out how to improve your mobile video monetization strategy.
LUMA's State of Digital Marketing at DMS West 15LUMA Partners
At LUMA Partners' inaugural Digital Marketing Summit, we presented the State of Digital Marketing, which provides our views on the market and significant trends in the digital marketing ecosystem. We hope you enjoy it.
Ad blocker update how the latest changes affect advertising MatchCraft
The ad blocker saga continues for advertising. As you know, ad blocking has been on the rise for some time now. And when we last updated you, we had suggested a slew of creative solutions that you could experiment with to hopefully circumvent the problem.
However, recent changes from Google have the power to change the game once again. Here are a few critical updates you need to be aware of.
Steelhouse Personalized Content Engine Integration with Magnolia CMSMagnolia
This presentation was given at Magnolia Conference 2013 by Jan Haderka, General Manager at Magnolia Czech Republic, and Mark Douglas, CEO at SteelHouse.
SteelHouse provides its customers with a wide range of marketing tools to enhance their websites with, for example targeted campaigns, re-targeting and analyzing visitors' behavior, along with suggestions on how to increase conversion rates.
In this talk, you will learn how easy it is to integrate Magnolia with SteelHouse and how your website can benefit from such an integration. Learn about the whole range of services provided by SteelHouse to help you achieve your business goals faster and better.
Top new solutions from Google just in time for the 2016 holiday season. In this brief, we'll update you on the latest offerings and discuss the best ways that retailers can implement them.
RocketROI is #6 agency for PPC optimization according to Google and Deloitte.
Most nominated agency at Google Premier Partner Awards 2018, RocketROI has won the Mobile Innovation Award 2018.
Learn how we made it here.
For more case studies: https://www.slideshare.net/BenedettaGiungi/rocketroi-case-studies/BenedettaGiungi/rocketroi-case-studies
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the NoiseMichael Zarcone
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both.
With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
We continuously support our ad-agency clients, and are forever looking for new innovative ways to do that.
One way is through our Demystify Digital Guides. This is the second instalment in the series and focuses on Programmatic Radio.
Similar to Phil Schraeder speaks at IAB MIXX 2016: Going Beyond “Right Time, Right Place & Right Consumer” (20)
Presentation slides by Ben Plomion at Cannes Lions 2016 on the topic of the rising importance of the visual web and how computer vision and image recognition can be used for various marketing applications such as smarter advertising, visual intelligence, event sponsorship measurement and social media monitoring and engagement .
Presentation slides by COO/CFO Phil Schraeder at Cannes Lions 2016 on the topic of native advertising. The slides highlight GumGum’s mission to unlock the value of every connected image online and how this mission has become increasingly valuable with the rising importance of images in today’s culture. He goes on to explain how GumGum ads are highly viewable and capture consumers’ attention where they are already actively engaged. Also included: GumGum products, premium publisher highlight, platform reach and ad examples.
At GumGum we're passionate about making advertising work better. We're a talented team of industry experts who pride ourselves on innovation, professionalism and vision. We work hard, but we work smart. And we like to have fun doing it. We celebrate individualism and creative thinking. We encourage a strong work-life balance. If this sounds like a culture you'd like to be part of, we'd like to meet you! GumGum is looking for other passionate, self-starters who want to help build a media and technology powerhouse that will define the next generation of digital advertising.
We asked everyone at the company what they enjoy the most about working at GumGum and compiled their responses into a slideshow to share with the world.
Enjoy!
10 Key Trends That Are Defining the Marketing Organization of The FutureGumGum
We partnered with Brand Innovators to understand what the marketing organization of the future looks like. We asked more than 200 marketers from Fortune 500 brands what they have to say about the focus of their marketing organizations and what they predict the marketing organization of the future will look like. These slides present the top 10 key trends learned from this study.
To learn more about our research, you can download the full report here: http://www.gumgum.com/learn/guides/building-the-marketing-organization-of-the-future/
Every day consumers post images to social media that relate to your brands, but 80% of those images lack text that can help you find them. GumGum Visual Intelligence (formerly Mantii), a real-time social media watching tool, uses GumGum’s proprietary image recognition technology that eliminates those blind spots.
Are you up-to-speed on what the visual web and how it is affecting today's marketing applications? Test your visual IQ with these 8 trivia questions about the rise of social media sharing and the visual web.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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Buyers are now able to purchase GumGum’s inventory and
custom formats via integrated DSP partners
WORKING WITH GUMGUM PROGRAMATICALLY
MOUNT ENGAGEMENT
Where you end up depends on
where you plan to go.
GumGum is most effective when used as
a brand building tool. When we operate at
the top and middle of the funnel, superior
engagement metrics await at your
destination.
BEST-CASE VOLCANO
Strategically pack for blowing out results.
A three-pronged approach works best to blast audiences
with effective content, using behavioral, contextual, and
vertical data to target. This strategy maximizes
campaign efficiency.
CATEGORIAL CAVES
Split up to cover more ground.
In the DSP, create a separate ad
group for each strategic category.
This allows flexibility and better overall
performance.
EQUIP-AND-BE DUNE
Equip yourself with best practices.
Serve ads to individual users a maximum of four times in eight hours
Lighten pre-bid solutions, thanks to our robust, premium publishing partnerships
Cast a broad keyboard net with at least 100 associated keywords
AWE SUMMIT
Set up camp.
Plant your flag, relax, and watch
engagement rise. Then start
planning your next ad-venture!
FORGET FALLS
Forget what you know.
GumGum achieves unique
results because it is different
than any programmatic
experiences you may have
had. Over the course of
creating successful
campaigns for dozens of
brands and agency partners,
we have learned what works
best.
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19. MEASURING SUCCESS BEYOND LAST TOUCH
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BRAND LIFT
PANEL-BASED INSIGHTS INTO THE
LIFT ACROSS ENTIRE CAMPAIGN(S)
WITH EXTENSIVE DATA
PURCHASE
INTENT
PANEL-BASED INSIGHTS WITH
TRACKING THAT MONITORS INTENT
THROUGH SEARCH/PAGE VISITS
PURCHASE LIFT
PARTNERSHIPS WITH CPG
AND AUTO, WHICH ALLOW THE
MEASUREMENT OF ACTUAL PURCHASES
PURCHASE
INTENT
MEASURES OFFLINE PURCHASE
INTENT THROUGH PANEL’S
ACTUAL FOOT TRAFFIC
Editor's Notes
Outline of Phil’ presentation:
Going Beyond “Right Consumer, Right Time & Right Place”
It's time to revisit the marketing adage that in order to be effective, an online ad needs to be delivered to the right consumer, at the right time, and in the right place. Programmatic advertising has made it easier to achieve these three goals, and it’s become a table stake for many brands. But the rise of mobile and recent advances in ad tech means we can expect more. The context around where an ad is served is making a comeback, and when combined with the right behavior, can help serve highly effective ads to consumers who are more likely to be receptive. To be relevant today, an ad needs to be served to a consumer not only in the right mindset, but also with the right creative -- and without being annoying. This session will explore how the latest versions of image recognition technology, contextual targeting and trend targeting can help achieve these new goals programmatically and in a mobile environment. The session will also highlight how creative limitations in programmatic can be addressed. Finally, this session will show examples of groundbreaking, programmatically-delivered In-Image advertising campaigns from Fortune 100 brands.
Why this slide matters: Validating GumGum’s size and experience.
Voice-over: GumGum is a leading computer vision company that is best known for inventing the field of In-Image advertising. We are currently about 200 people, across 13 offices, on 3 continents. We work with many of the largest publishers in the world and the majority of Fortune 100 brands.
This year, we delivered more than 100BN image impressions.
Why this slide matters: Establishes credibility/market validation and demonstrates the scale and premium nature of our offering.
Voice-over: We work with many of the largest publishers in the world, which collectively give our advertisers access to 10 billion impressions per month. Some of our publisher partners include Time Inc. Wenner Media, Bauer, and Hearst.
Key Takeaway: GumGum is a scalable, brand-safe platform with high quality partner sites that your brand can be proud to be associated with.
Supporting Talking Points:
Strict publisher acceptance criteria ensures only sites you would be proud to include on your plan, are allowed into our platform.
Third party ad verification is available.
We use both a programmatic and human review process to ensure our clients’ ads never appear alongside objectionable images or content.
175M UVs/mo. gives us sufficient scale from which to deliver audiences via our In-Content campaigns.
A complete site list is available upon request.
Why the slide matters: Demonstrate what makes programmatic so compelling to marketers.
Voice-over: Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences. By collecting a wide variety of first and third part data about consumers and delivering the most relevant ads to them, programmatic creates efficiencies. Some pundits would argue that programmatic is the gold standard of marketing.
Why the slide matters: Show that programmatic has been widely adopted by marketers.
Voice-over: What is clear is that marketers have embraced programmatic. This year, more than 67% of the US display spend was purchased programmatically. This represents almost $15BN and is expected to continue to grow as more premium inventory is made available to marketers through private exchanges and automated guarantees.
Why the slide matters: Show that programmatic faces some challenges in mobile environments.
Voice-over: With the explosion of mobile, programmatic is reinventing itself. Cookies that help to identify and serve an ad to consumers are generally not available on mobile. Without cookies, it’s difficult for marketers to know that the person using smartphone X is the same person who uses tablet Y and laptop Z, and then allow the marketer to retarget that person accordingly. There are some other solutions that go around that problem, but none of them is a panacea. The two routes to cross-device tracking are “deterministic” and “probabilistic.” 1) Deterministic cross-device tracking is when publishers and platforms ask their users to sign in to their websites and apps on every device they use. This allows digital media properties to track their users across devices exactly. Facebook and Twitter, for example, require users to sign in for both their desktop and mobile experiences, thus allowing them to offer precise retargeting capabilities across devices. 2) Probabilistic cross-device tracking is an inexact science carried out by ad tech companies like Drawbridge or Tapad. These companies aggregate information about ads served on smartphones, tablets and desktops, and then use statistical models to infer who is using which device. According to a recent GumGum’s survey of 300 media buyers, 37% don’t use cross-device targeting. And for the majority of these who do, it’s not entirely clear how cross-device targeting work.
In addition to some of the challenges with cross-device targeting, small ad units continue to be a challenge in mobile -- who hasn’t clicked on a mobile ad by accident recently?
Why the slide matters: Show that programmatic relies to much on last touch models, and doesn’t give enough credit to other touchpoints that happen along the consumer’s journey
Voice-over: Many systems try to simplify attribution down to a single touch (last click or last impression) leading SEM and retargeting to take the performance’s lion share. But with so much digital data available, multitouch approaches can be much more effective, particularly for understanding the value of digital display advertising.
Why the slide matters: Demonstrate that you might find the right audience, but that audience might not be in the right frame of mind.
Voice-over: Another underlying issue of programmatic relates to the platform’s (DSPs, TD, retargeters) dependence on behavioral targeting. Take retargeting as an example. As we know, retargeting consists of serving an ad to a consumer based on this person’s intent in buying a product or service. It’s one thing to serve an ad to this person, but it is another to deliver an ad to this person when he/she is in the right frame of mind to buy that product. This is an area where retargeting usually falls short.
Why this slide matters: Identifies the problem we solve - attention and viewability.
Voice-over: People visit websites to consume content, and all eye tracking studies show that users focus on the images and text in the body of the web page, largely ignoring anything appearing on the periphery of pages, especially banner ads. This is known as “banner blindness”.
As this heat map illustrates, images attract the most “heat” or attraction from viewers. Our attention is naturally drawn to headlines, images and text because this is the content the users are on the page to consume. They appear in-line with the natural flow of how we’ve been conditioned to read content online. So it’s not surprising that the most effective marketing messages are those that sit within the content, like images, where users are most actively engaged.
Key Takeaway: Research shows banner blindness is still a pervasive problem, and the way users consume content does not match how ads are displayed online.
Supporting Talking Points:
- People visit websites to consume content
- Eye tracking studies prove users focus energy and attention on images, text and other content in the center of the page
- The most effective marketing messages are those which appear in-line with content where user attention is actively engaged.
Note: While Mashable is not a GumGum publisher, this heat map is for illustrative purposes only. It’s not necessary to mention imagery and In-Image advertising at this point to successfully deliver this slide.
Why this slide matters: Demonstrates why contextual marketing is important
Voice-over: It is our strong belief that marketing messages should be placed, politely and relevantly, in line with content users are actively engaged with. Because In-Image ads run where a reader’s attention is already focused, not only are they viewable, but they are also seen. GumGum looks at billions of images every month across more than 2,000 premium publishers and our proprietary technology deciphers the content of these images. We can then use that understanding to align brand messages to these images with contextually relevant ads.
Why this slide matters: Show our placements.
Voice-over: GumGum offers a variety of formats and creative options designed to meet the brand objectives of every advertiser.
Supporting Talking Points:
Custom creative using your assets can be developed by our in-house design team at no additional cost.
Ads are responsive and dynamically conform to the size and shape of images and the screen size, regardless of platform or device.
Ads can be closed by consumers to reveal entire photos.
Upon clicking, a video overlay can be presented to include video, images or any rich media or social engagement feature.
Ads can be targeted on a keyword or a category basis and audience targeting options are available.
Why this slide matters: Succinctly conveys how our image recognition and semantic/contextual analysis technology works.
Voice-over: At our core, we are a computer vision company. We look at billions of images every month and use machine learning techniques to determine the content of images. Our technology looks for things like faces, animals, automobiles, skin, hair, locations, logos, and so much more. In addition, we use semantic analysis to infer the meaning of images and the context of any page, based on several variables, including keywords and metadata.
Supporting Talking Points:
How GumGum’s patented image recognition technology identifies what’s in pictures:
Image Analysis – Our image recognition technology is able to identify faces (hair, eyes, ears, lips, etc.) automobiles, and skin/nudity detection.
Content Analysis – Semantic analysis of the text on a page further helps to identify the meaning of images and their eligibility for ad targeting.
Page Metadata – Meta tags, keywords and page titles provide inferences to the meaning of photos on the page.
Image Metadata – Every image contains data that can be used to infer its meaning. This data includes file names and descriptors entered by a photographer or publisher, Exif and IPTC meta data, and Facebook open source image coding.
Referrer Data – If a user arrives on this page via search, we can identify the term searched prior to landing on this page.
Image Clustering – Once an image is identified, our system can locate the same image across multiple publishers, even if it has been cropped or altered.
Why this slide matters: Expose some issues that relate to programmatic standard formats, and show one way to overcome them
Voice-over: Producing high impact creative has been challenging for programmatic. More often than not, programmatic faces some creative limitations as the number of ad formats is somewhat limited. Early one, at GumGum, we made the decision to create a creative studio to assist our clients with non standard IAB ads. More recently, we launched a tool that allows our clients to create their own non standard units. Here’s an example of that.
Why this slide matters: Shows that offer programmatic and we know how to make it work for your clients
Voice-over: This map illustrates what we learned from our clients who are running programmatic campaigns with us. It’s a fun read and all of you should have a copy of the map in front of you. We are proudly integrated with TTD, AppNexus and also DoubleClick Manager.
Brand Lift – MB Insights:
1) This survey is almost always panel based.
What this means is that MB has a panel of
users opted in to taking surveys for them.
Therefore, no AV is needed for the survey
2) The amount of data that comes back from
one of these is far more extensive. You can
check the results by demo (age, gender, HHI)
current product used, what attributes are
associated with product being studied and
more
Purchase Intent – MB Behavioral:
1) This is probably the best study if a user is
interested in actionable behavior that takes
place online.
2) Using their panel, they measure steps taken
online after an ad is seen.
3)How often do people return to website? Do
they explore product specific pages on the
site? How often do they visit competitor’s
sites? Do a search for the product?
Comparison shop online?
Purchase Intent – Placed:
1) This is probably the best study for Brick and
Mortar stores (like a Best Buy, Ikea or Target)
2) Placed has a panel of users that they
measure location on. After a user has seen an
ad, Placed is able to determine if that user
has visited a retail location.
3) There is no measurement on actual spend,
but measures the ability to increase physical
foot traffic to a location.
Purchase Lift – Datalogix:
1) The deliverables and methodology of the
study vary from CPG to Auto, but both will
draw an estimate on actual revenue
generated from the campaign based on actual
purchase data from their partners.