GumGum touts viewability as it brings its in-image advertising to Australia

In-image advertising and digital marketing platform kicks off its local operations with a new local publisher agreement and VP appointment

GumGum's runway ad
GumGum's runway ad

In-image advertising vendor, GumGum, has launched its Australian operations with a new local publisher agreement and fresh VP for local sales.

The US-based company, which was founded in 2007, provides a digital marketing platform for targeting advertising based on images.

One of GumGum’s key selling points is its ability to contextually place in-image ads based on the technology’s analytics capabilities. These incorporate image recognition and text mining technologies, scanning images to recognise details such as facial features and hair colour, brand logo detection, semantic and contextual analysis and product features and details.

This information is then overlaid with audience data from primary and third-party sources and can be used to target ads on multiple levels.

The vendor also claims its targeted ad solutions offer high viewability, a growing concern for brands and publishers as digital advertising gains maturity. GumGum claims to deliver consistent viewability rates of 81 per cent, based on the IAB US definition of viewable ads, and 10 times better engagement than traditional display options. Its ads are only delivered when the image is fully in display in-browser.

To kick off its Australian operations, the company has struck an agreement with Bauer Xcel Media which will see GumGum’s advertising solutions made available across the digital division’s To Love women’s network, Beauty Heaven as well as WhichCar and Wheelsmag.com.au.

“The power of GumGum’s contextual placement will deliver higher viewability, engagement, and as proved by the success of the product in the US, a lift in brand metrics,” said Bauer Xcel Media digital commercial director, Peter Manten.

GumGum has also appointed Jon Stubley as its vice-president for A/NZ sales, with responsibility for strategic growth, revenue and team development. His first priority is building a sales and clients team to support local agencies and brands. Stubley was formerly group direct sales manager at Macquarie Radio Network.

Stubley told CMO that while viewability is a key metric for GumGum in terms of positioning its offering to brands and agencies, there was a lot more that needs to be done around understanding engagement with ads.

“Viewability is the tip of the iceberg – just because an ad has the potential to be viewed, it doesn’t mean it’s seen or measurable,” he said. “We’ve done some eye tracking studies in the US and as you’d expect, headlines and images get the most heat.

“We have to create ad units in the context of how people consumer content. If overlay ad that’s contextually relevant, you will get better results for all of those involved, whether it be the consumer, publisher or brand.”

As an example of how his company has worked with brands to date, Stubley said GumGum worked with L'Oreal in the US to deliver ads about its hair dye products by defining specific hair colour in images.

GumGum is initially offering several types of ad units, including rich media and video, full canvas advertising, and what it calls ‘runway’ ads. The vendor has also just started working with organisations in the US and UK on programmatically trading its ads.

GumGum has agreements with 2000 publishers worldwide and to be reaching 400 million visitors including 7.5 million in Australia and New Zealand. Brand clients include Disney, BMW, Toyota, LÓreal and McDonalds.

Stubley said the focus is initially on B2C publications and brands, largely because image-based advertising has proven most effective with FMCG and auto products to date. However, he didn’t rule out GumGum looking to do B2B publishing deals later down the track.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in