the rise of images and breakthrough advertising technologies
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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
66
BANNER BLINDNESS
8
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
9
GUMGUM’S CUSTOMERS
PUBLISHERS ADVERTISERS
10
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
11
BRAND SAFETY
Strict publisher acceptance criteria
Proprietary image recognition technology
Third-party ad verification technology
Manual network image review process
12
TARGETING BEST PRACTICES
Targeting can be done on a keyword or category basis.
13
CASE STUDY
ADVERTISER CASE STUDY:
CLIENT: ENTERTAINMENT ONEAGENCY: MEDIA STORMCAMPAIGN: 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
ADVERTISER CASE STUDY:
CLIENT: TELEVISION NETWORKCAMPAIGN: COMEDY SERIES DEBUT
CASE STUDY
19
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?
20
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?
21
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, [email protected]
Rob Elder, SVP [email protected]
Greg Pritchard, VP Public [email protected]
Tony Winders, SVP [email protected]