GumGum to Introduce New Viewability Metric to Its Display Ad Platform
LOS ANGELES, CA – GumGum (www.gumgum.com) announced it is introducing a new viewability metric into its premium display advertising platform for brands, utilizing data and insights from leading viewability provider DoubleVerify.
GumGum has always claimed that its signature In-Image Ads and recently introduced In-Screen Ads are inherently among the most viewable display advertising units on the Internet, and now there is MRC (Media Rating Council)-accredited third-party data from DoubleVerify to support that claim.
According to initial campaign data, GumGum’s in-image advertising units outperform the DoubleVerify viewability benchmark for ad networks by nearly 20 percent, with an overall average viewability of 73 percent across both desktop and mobile devices. Leveraging the DoubleVerify data to optimize the campaign, GumGum viewability increased to 80 percent over the life of the campaign.
The initial studies also found that as viewability increases, so do other metrics, such as click-through rates. As viewability increased by 10 percent week-over-week, CTRs mirrored that increase by 10 percent, proving that viewability is a valuable measure for increasing engagement.
“Brands deserve to have the impressions they’ve paid for seen by the consumers they’re intended to reach,” said Phil Schraeder, COO of GumGum. “By working closely with DoubleVerify and incorporating viewability as a metric for our platform, our advertisers can have confidence knowing the campaigns they run with GumGum are among the most viewable in the industry today.”
With industry statistics claiming that more than 50% of ad impressions go unseen, and with the MRC expected to lift its viewable impression advisory in early 2014, GumGum is proactively preparing to transact on viewable impressions by standing behind a viewability metric with every campaign.
“When companies like GumGum, collaborate to ensure that advertisers deliver high quality impressions, the whole industry benefits,” says Mark Pearlstein, SVP sales and marketing at DoubleVerify. “That’s why we’ve put significant effort to ensure that DV Impression Quality solutions are MRC-accredited. We are thrilled that GumGum is taking a proactive stance on viewability and has chosen DV to validate the quality and effectiveness of its brand advertising solutions.”
In addition to reporting a viewability metric on every brand campaign, GumGum is planning a series of communication programs to educate advertisers and demonstrate its ongoing commitment to provide solutions to this important industry challenge.
GumGum is the brand engagement platform for publishers and advertisers, delivering high-impact campaigns that present relevant, viewable and engaging rich media display ads in-line with editorial content across every screen. Reaching more than 300 million unique visitors worldwide as they actively view content across more than 1,000 premium websites, GumGum serves relevant ads that yield far higher viewability and consumer engagement than traditional display units. Founded in 2007, GumGum is credited with inventing in-image advertising and has since expanded its products to include other high-impact display, mobile and video advertising solutions for publishers and brands. The company is headquartered in Santa Monica, California with five additional offices around the US. Its investors include NEA, Upfront Ventures, First Round Capital and Crosscut Ventures. For more information, visit www.gumgum.com or call (310) 260-9666.
DoubleVerify is the proven market innovator with the technology and insights that assure brand performance and effectiveness for the world’s largest advertisers online. DV solutions create value for media buyers and sellers by bringing transparency and accountability to the market, ensuring ad viewability, brand safety, fraud protection, accurate impression delivery and audience quality across campaigns to drive performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most value out of their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.