Manufacturers uncover new audiences
Forward of cookie deprecation, manufacturers have been prioritizing contextual promoting—concentrating on folks with adverts based mostly on the content material they’re consuming. Contextual promoting might be an efficient means for entrepreneurs to achieve audiences, though traditionally, the technique left little room for extra granular customization.
GumGum’s Mindset Platform amplifies conventional contextual promoting by taking into consideration which channel placements and inventive methods are probably to seize viewers’ consideration—which GumGum measures in time—and finally, how consideration ranges are prone to affect gross sales.
GumGum piloted the Mindset Platform final yr with pizza model Domino’s. It turned out that well being and health content material viewers paid comparatively excessive consideration to Domino’s pizza adverts. This spurred the model to make use of contextual adverts to focus on this new viewers and different high-performing audiences. Because of this, click-through charges grew by 40%, and it achieved between a 135% and 398% return on its promoting spend funding, relying on the advert format used. The corporate wouldn’t share specifics.
Now Expedia’s in-house media company, EG Media, is utilizing the platform to serve adverts with upper- and mid-funnel targets, comparable to driving consciousness or consideration. Utilizing metrics like consideration is a technique of proving how efficient adverts are at driving upper-funnel targets in a post-cookie period. Expedia is targeted on bettering its incremental return on advert spend and monitoring how incremental attain, or attention-optimized upper-funnel advertising, drives advert spend over time. Grant declined to disclose particular marketing campaign outcomes.
Together with the Mindset Platform, GumGum can also be launching a Contextual Analysis Fund that may present as much as $1.5 million for manufacturers and companies that need to experiment with the brand new platform. It’s targeted on assembling extra case research that present the platform’s worth.
