SOURCE: GumGum

GumGum

December 06, 2013 12:33 ET

GumGum Expands Beyond Images With Introduction of In-Screen Ads

LG Electronics USA Leads In-Screen Charge With Campaign for TurboWash™ Technology

LOS ANGELES, CA--(Marketwired - Dec 6, 2013) - GumGum (www.gumgum.com) today announced the official introduction of In-Screen Ads, an audience-targeted, responsive display unit designed for multi-screen delivery and proven to drive superior engagement and viewability for brands.

Home appliance leader LG Electronics USA is among the initial advertisers to integrate GumGum In-Screen Ads into its digital marketing campaign. To promote the award-winning TurboWash™ technology in its washing machines, LG worked with its media agency, Mindshare, to utilize keyword and image targeting in contextually relevant areas to engage and impact users online. An example of the LG TurboWash In-Screen Ad can be viewed here

David VanderWaal, director of home appliance brand marketing, LG Electronics USA, said, "At LG it's all possible. We focus on product innovations that enhance consumers' lives and innovative marketing tactics like In-Screen Ads help differentiate the LG brand and engage with our target consumers in new ways."

Designed to fit all screen sizes and resolutions, In-Screen Ads are brand-oriented rich media display units that affix to the bottom of all browsers and remain persistent as users scroll or until they close the ad or move to a different page.

In-Screen Ads give GumGum, known for its leadership in the in-image advertising category, a foothold in the fast-growing mobile advertising market. The product addition also increases the scale of GumGum's offering to both publishers and advertisers by opening up its inventory to include pages without images and expanding its audience targeting capabilities.

Notable features of In-Screen Ads include:

  • Viewability - Fixed position and persistent on scroll, In-Screen Ads command attention and result in more time on screen
  • Engagement - High-impact creative increases consumer interaction
  • Audience targeting - First-party or third-party data delivers any audience
  • Contextual targeting - Leverages GumGum's legacy in-image targeting capabilities
  • Multi-screen - Responsive design conforms to all desktop, tablet and mobile devices
  • Video-capable - Creative option to deliver video impressions via an overlay or expansion

"In-Screen Ads are a great complement to our clients' image-based strategies and fit within our commitment to making display advertising more relevant, viewable and engaging for brands," said Ophir Tanz, GumGum's founder and CEO.

Initial campaigns have resulted in average click-through rates greater than one percent, and early ad verification testing has shown In-Screen Ads far outpace the viewable impression benchmarks set forth by measurement vendor DoubleVerify.

In addition to the contextual targeting capabilities of its patented In-Image Ads, In-Screen ads can also be audience-targeted. GumGum has integrated with BlueKai and other partners to reach any audience segment and can easily utilize the first party or third party data of its advertiser partners.

In-Screen ads are created in HTML5, ensuring they can be seen across all mobile devices. GumGum's ad serving technology identifies whether a site is mobile optimized, in order to deliver the highest quality user experience.

For publishers, In-Screen Ads can be directly deployed on pages or integrated with third-party ad servers to provide additional revenue opportunities.

More examples of In-Screen Ads can be viewed at http://demo.gumgum.com.

About GumGum
GumGum is the brand engagement platform for publishers and advertisers, delivering high-impact In-Image and In-Screen 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 and its investors include NEA, Upfront Ventures, First Round Capital and Crosscut Ventures. For more information, visit www.gumgum.com or call (310) 260-9666.

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