the rise of images and breakthrough advertising technologies

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THE RISE OF IMAGES AND BREAKTHROUGH ADVERTISING TECHNOLOGIES

iMedia Breakthrough SummitOctober 16, 2012

Ophir Tanz, CEO GumGum, Inc

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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

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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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DEMO

LIVE DEMO

(http://demo.gumgum.com)

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REACH

150M#1 largest In-Image advertising platform online with monthly uniques of 150+M

PREMIUM PUBLISHERS

HUNDREDSHundreds of the web’s top publishers are partnered with GumGum

Standard728x90 Banner

GumGumIn-Image Ad

Increase inPerformance

Interaction Rate

Engagement (in seconds)

0.08% 0.47% 580%

3s 28s 930%

THE WORLD’S LARGEST IN-IMAGE PLATFORM

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GUMGUM’S CUSTOMERS

PUBLISHERS ADVERTISERS

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IMAGE ANALYSIS

IMAGE RECOGNITION

IMAGE TAG ANALYSIS

SEMANTIC ANALYSIS META DATA

IMAGE CLUSTERING

KEYWORDSChrysler, 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

Manual network image review process

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TARGETING BEST PRACTICES

Targeting can be done on a keyword or category basis.

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CASE STUDY

ADVERTISER CASE STUDY:

CLIENT: ENTERTAINMENT ONEAGENCY: MEDIA STORMCAMPAIGN: 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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ADVERTISER CASE STUDY:

CLIENT: TELEVISION NETWORKCAMPAIGN: COMEDY SERIES DEBUT

CASE STUDY

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CAMPAIGN BACKGROUND

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.

QUESTION

Which of the following TV Series have you heard of?

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OVERVIEW & CREATIVE

• 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.

QUESTION: Which of the following TV Series have you heard of?

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LOS ANGELES

THANKS!

1207 4th St Suite 400ASanta Monica, CA 90401p 310 260 9666

NEW YORK

257 Park Ave. S Suite 500New York, NY 10003p 646 937 5786

Ophir Tanz, CEOophir@gumgum.com

Rob Elder, SVP Salesrob@gumgum.com

Greg Pritchard, VP Public Developmentgreg@gumgum.com

Tony Winders, SVP Marketingtony@gumgum.com