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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in