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THE RISE OF IMAGES AND BREAKTHROUGH ADVERTISING TECHNOLOGIES

THE RISE OF IMAGES AND BREAKTHROUGH ADVERTISING TECHNOLOGIES. iMedia Breakthrough Summit October 16, 2012. Ophir Tanz, CEO GumGum, Inc. 65-70% OF ALL INTERNET TRAFFIC IS FROM IMAGE VIEWING. 5 trillion images online 10% of all photos online were taken in the last 12 months

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THE RISE OF IMAGES AND BREAKTHROUGH ADVERTISING TECHNOLOGIES

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  1. THE RISE OF IMAGES AND BREAKTHROUGH ADVERTISING TECHNOLOGIES iMedia Breakthrough SummitOctober 16, 2012 Ophir Tanz, CEO GumGum, Inc

  2. 65-70% OF ALL INTERNET TRAFFIC IS FROM IMAGE VIEWING • 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

  3. WHAT IS IN-IMAGE ADVERTISING?

  4. IN-IMAGE MOBILE ADS

  5. USERS FOCUS ON CONTENT

  6. BANNER BLINDNESS 6

  7. LIVE DEMO DEMO (http://demo.gumgum.com)

  8. THE WORLD’S LARGEST IN-IMAGE PLATFORM REACH PREMIUM PUBLISHERS 150M HUNDREDS Hundreds of the web’s top publishers are partnered with GumGum #1 largest In-Image advertising platform online with monthly uniques of 150+M GumGum In-Image Ad Increase in Performance Standard 728x90 Banner 0.08% 0.47% 580% Interaction Rate 3s 28s 930% Engagement (in seconds)

  9. GUMGUM’S CUSTOMERS PUBLISHERS ADVERTISERS

  10. 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

  11. BRAND SAFETY Proprietary image recognition technology Third-party ad verification technology Manual network image review process Strict publisher acceptance criteria

  12. TARGETING BEST PRACTICES Targeting can be done on a keyword or category basis.

  13. CASE STUDY ADVERTISER CASE STUDY: CLIENT: ENTERTAINMENT ONE AGENCY: MEDIA STORM CAMPAIGN: COSMOPOLIS

  14. 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

  15. 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.

  16. COSMOPOLIS PUBLISHERS In-Image ads for Cosmopolis ran across these publishers on GumGum’s platform.

  17. CAMPAIGN RESULTS • Click-through rate: 0.43% • Video play rate: 78.39% • Video completion rate: 49.88% • Video click-through rate: 1.50%

  18. CASE STUDY ADVERTISER CASE STUDY: CLIENT: TELEVISION NETWORK CAMPAIGN: COMEDY SERIES DEBUT

  19. 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.

  20. 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.

  21. THANKS! Ophir Tanz, CEO LOS ANGELES ophir@gumgum.com 1207 4th St Suite 400A Rob Elder, SVP Sales Santa Monica, CA 90401 rob@gumgum.com p 310 260 9666 Greg Pritchard, VP Public Development NEW YORK greg@gumgum.com 257 Park Ave. S Suite 500 Tony Winders, SVP Marketing New York, NY 10003 tony@gumgum.com p 646 937 5786

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