Transcript THE RISE OF IMAGES AND BREAKTHROUGH ADVERTISING TECHNOLOGIES iMedia Breakthrough Summit October 16, 2012 Ophir Tanz, CEO GumGum, Inc.

THE RISE OF IMAGES AND
BREAKTHROUGH ADVERTISING
TECHNOLOGIES
iMedia Breakthrough Summit
October 16, 2012
Ophir Tanz, CEO
GumGum, Inc
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65-70% OF ALL INTERNET TRAFFIC IS
FROM IMAGE VIEWING
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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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WHAT IS IN-IMAGE ADVERTISING?
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IN-IMAGE MOBILE ADS
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USERS FOCUS ON CONTENT
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BANNER BLINDNESS
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LIVE DEMO
DEMO
(http://demo.gumgum.com)
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THE WORLD’S LARGEST IN-IMAGE PLATFORM
REACH
PREMIUM PUBLISHERS
#1 largest In-Image advertising
platform online with monthly
uniques of 150+M
Hundreds of the web’s top publishers
are partnered with GumGum
150M
HUNDREDS
GumGum
In-Image Ad
Standard
728x90 Banner
Interaction Rate
Engagement
(in seconds)
Increase in
Performance
0.08% 0.47% 580%
3s
28s
930%
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GUMGUM’S CUSTOMERS
PUBLISHERS
ADVERTISERS
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IMAGE ANALYSIS
IMAGE RECOGNITION
IMAGE CLUSTERING
IMAGE TAG
ANALYSIS
SEMANTIC
ANALYSIS
META DATA
KEYWORDS
Chrysler, Challenger, Barracuda, Chrysler Barracuda, Dodge, Plymouth,
sports car, two door, muscle car, Chrysler 300 platform, Dodge Charger,
sports coupe, model renamed, Valiant platform, Motor Trend, rumors
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BRAND SAFETY
Strict publisher
acceptance criteria
Proprietary image
recognition technology
Third-party ad
verification technology
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Manual network
image review process
TARGETING BEST PRACTICES
Targeting can be done on a keyword or
category basis.
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CASE STUDY
ADVERTISER CASE STUDY:
CLIENT: ENTERTAINMENT ONE
AGENCY: MEDIA STORM
CAMPAIGN: COSMOPOLIS
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COSMOPOLIS
Objective:
• Increase awareness among
moviegoers prior to the opening
of the film.
Target Audience:
• Movie fans 17-25, (hipsters, film
students, David Cronenberg fans)
• Art film fans, especially
affluent/college educated women
(Don DeLillo fans)
• Robert Pattinson fans
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CAMPAIGN DETAILS
• 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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COSMOPOLIS PUBLISHERS
In-Image ads for Cosmopolis ran across
these publishers on GumGum’s platform.
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CAMPAIGN RESULTS
• Click-through rate: 0.43%
• Video play rate: 78.39%
• Video completion rate: 49.88%
• Video click-through rate: 1.50%
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CASE STUDY
ADVERTISER CASE STUDY:
CLIENT: TELEVISION NETWORK
CAMPAIGN: COMEDY SERIES DEBUT
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CAMPAIGN BACKGROUND
QUESTION
Which of the following TV Series have you heard of?
BRAND
Comedy series debut (blind)
FLIGHT DATE
9/12/2012 – 9/24/2012
MARKETING OBJECTIVES
Increase the awareness for a new comedy
television series against other shows airing at the
same time.
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OVERVIEW & CREATIVE
QUESTION: Which of the following TV Series have you
heard of?
• All creative units were able to drive Brand Lift and the top performing creative was
the custom animated unit, which drove a Brand Lift of 8.8%.
• The optimal frequency was 3-4 exposures which drove a Brand Lift of 22.4%.
Noticeably, frequencies beyond this range saw a significant drop in lift.
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THANKS!
LOS ANGELES
Ophir Tanz, CEO
[email protected]
1207 4th St Suite 400A
Santa Monica, CA 90401
p 310 260 9666
Rob Elder, SVP Sales
[email protected]
NEW YORK
Greg Pritchard, VP Public Development
[email protected]
257 Park Ave. S Suite 500
New York, NY 10003
p 646 937 5786
Tony Winders, SVP Marketing
[email protected]
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