Sorrel Osborne, Head of Media for APAC at GumGum, shares insights on the groundbreaking integration of Playground xyz’s media business into GumGum. This strategic merger combines GumGum’s technical expertise and expansive reach with Playground xyz’s renowned attention measurement tools and advanced ad formats. Central to this integration is GumGum’s Verity™ contextual targeting technology, which, along with the Mindset Platform, promises to deliver highly effective and contextually relevant advertising experiences. Osborne delves into the transformative impact of this merger on advertisers and clients in the APAC region, highlighting the unique benefits and future prospects it brings to the digital advertising landscape.
With Playground xyz’s media business now integrated into GumGum, what are the most significant changes or improvements that advertisers and clients in the APAC region can expect?
The integration of Playground xyz’s media business into GumGum unlocks significant benefits for advertisers and clients in the Asia-Pacific (APAC) region. This powerful alliance leverages GumGum’s technical prowess and broader reach, while introducing Verity™, their advanced contextual targeting technology, as a critical third pillar.
This fusion empowers the Mindset Platform in APAC to deliver the right ad, in the right context, at the right time. Verity™ combines seamlessly with Playground xyz’s best-in-class ad formats and attention measurement tools, ensuring ads reach audiences in relevant contexts when they’re most receptive. This integration promises robust outcomes for APAC partners, at scale and without reliance on third-party cookies.
In addition to this, the integration extends beyond the APAC region, allowing clients to oversee cross-regional campaigns and digital strategies. This simplifies campaign management significantly, envision managing one set of creatives, one targeting strategy, and one key performance indicator (KPI) across more than 100 markets. Simplicity and scale is what our global partners often need, and the Mindset Platform delivers that.
The Mindset Platform has been a key component of GumGum’s success in North America and Europe. How will its introduction to the APAC market benefit advertisers, and what unique features does it offer compared to other advertising platforms?
By leveraging GumGum’s network and partnerships in the APAC region, advertisers can tap into a vast audience engaged with visual content online, leading to higher levels of engagement and interaction with ads. The Mindset Platform goes beyond basic targeting in this market, by empowering advertisers with precision, ensuring ads reach the most relevant audiences at the right time, right context. Equipping localised insights into the cultural nuance and preferences of APAC audiences, which ensures campaigns resonate well with local audiences on a deeper level.
Playground xyz’s Attention Intelligence Platform (AIP) is now part of GumGum’s suite. How does AIP contribute to understanding consumer attention, and what impact does it have on advertising effectiveness?
Playground xyz’s AIP, now integrated into GumGum’s suite, has undergone five years of refinement to grasp, evaluate, and optimise consumer attention, empowering advertisers to achieve superior business results. Formerly fueling Playground xyz’s media business, AIP is now primed to extend its success worldwide within the GumGum ecosystem.
AIP’s primary advantage lies in its capacity to measure attention across diverse media channels beyond GumGum’s platform, encompassing display ads, YouTube, and various social media platforms such as Facebook, Instagram, and TikTok, along with online video ads (OLV) and tailored integrations with global DSPs.
With this comprehensive measurement, advertisers using GumGum can leverage attention as a core metric to gauge advertising effectiveness across their entire media buy, regardless of the channel. Additionally, the launch of Playground xyz Optimal Attention empowers partners to strategically plan, buy, and deliver campaigns using attention as the guiding principle, maximising the impact of their advertising spend.
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GumGum’s contextual intelligence platform, Verity™, plays a critical role in the Mindset Platform. Can you explain how Verity™ enhances contextual advertising, and what makes it stand out in the industry?
As our CEO, Phil Schraeder, highlighted in his LinkedIn post recently, with Google’s eventual deprecation of the final third-party cookies, contextual technology will only continue to be acritical element in digital advertising delivery. Contextual extends far beyond just targeting, encompassing brand safety considerations as well.
GumGum’s Verity™ boasts over 15 years of development, making it a highly sophisticated and accurate contextual technology compared to competitors. This edge comes from analysing a wider range of data signals, including video, audio, imagery, and page metadata. This comprehensive analysis ensures a deeper understanding of context across all multimedia elements on a webpage.
Placing a brand in the right context is crucial, but Verity™ goes a step further. It also understands the sentiment within that context, which allows advertisers to target positive environments that resonate with their brand message, ultimately maximising marketing effectiveness.
With the success of the Mindset Platform in the UK, such as the Domino’s pizza campaign, what other case studies or success stories can you share that demonstrate the impact of GumGum’s advertising solutions?
GumGum has achieved remarkable success with its advertising solutions, as evidenced by various case studies. For instance, when Co-op, a prominent grocery chain, aimed to boost engagement around its summer food ranges such as barbeque and ice-cream products, GumGum’s strategic approach and compelling creatives delivered exceptional outcomes. The Co-op summer campaign exceeded benchmarks across various metrics including engagement, dwell time, viewability, and attention quality, boasting an impressive 94.56% viewability and a 31.95% MOAT Attention quality score.
Moreover, SAP leveraged GumGum’s high-impact Desktop Skin unit powered by Verity™, to enhance brand awareness and consideration among key business decision-makers. GumGum’s efforts also extended to social impact, demonstrated through campaigns like the one for The Trevor Project. Here, GumGum’s Connected TV unit, In-Video, notably heightened brand recall and stimulated awareness, especially within the 18-34 demographic, leading to significant improvements: a +21% increase in ad recall, a +20% rise in prompted awareness, and a +17% boost in the likelihood of recommendation.
Additionally, GumGum’s Intrinsic In-Game solution played a pivotal role in enhancing ad recall for the Johnsonville brand, leading to a significant uptick in the likelihood to purchase Johnsonville Sausages by +13.7 pts. This also fostered a greater sense of gratitude towards the brand’s sponsorship of the game, with appreciation soaring by +40.4 pts.
Looking ahead, how does the integration of Playground xyz into GumGum shape your vision for the future of digital advertising in the APAC region, particularly regarding attention measurement and contextual advertising?
The integration of Playground xyz into GumGum aligns seamlessly with the shifting landscape of digital advertising in both APAC and globally. GumGum’s platform is already positioned for the future, having effectively managed campaigns without third-party cookies for over two years. Additionally, Verity™ contextual targeting technology places them at the forefront of advanced targeting solutions.
This formidable partnership now incorporates Playground xyz’s real-time, scalable attention measurement capabilities. This essential component ensures brands not only appear in the right context but also capture engagement at the optimal moment.
In essence, this integration heralds the emergence of a future-proof digital advertising channel. The Mindset Platform empowers APAC and global partners to attain exceptional brand and business outcomes, all within a privacy-compliant and cookieless environment.
As the digital advertising landscape continues to evolve, Sorrel Osborne emphasizes that the integration of Playground xyz into GumGum positions the combined entity at the forefront of innovation and effectiveness in the APAC region and beyond. By leveraging advanced attention measurement and sophisticated contextual advertising technologies, GumGum is set to redefine how brands engage with their audiences in a privacy-compliant, cookieless future. This powerful partnership not only enhances the capabilities of the Mindset Platform but also ensures that advertisers can achieve superior business outcomes through precision targeting and optimal engagement. With a clear vision for the future, GumGum and Playground xyz are poised to lead the charge in delivering unparalleled advertising solutions in the digital age.
