JW Player and GumGum Contextual collaborated to enhance video performance for Dentsu's CPG campaign.

Contextual Targeting Elevates Video Metrics for Dentsu's CPG Campaign

85.24%

Viewability

122% of the goal

92.43%

Video Completion Rate

132% of the goal

Challenges

Dentsu aimed to achieve over 70% viewability, 70% video completion rate (VCR), and 35% viewability on completion (VOC) for a consumer packaged goods (CPG) campaign, while ensuring brand safety through contextual targeting.

Methodology & Strategy

GumGum's Contextual and JW Player partnered to improve viewability and VCR by utilizing GumGum Contextual Video Private Marketplaces (PMPs) to target contextually relevant videos, enhancing user engagement.

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Finding JW Player Audience

We employed GumGum Contextual to identify and align ads with contextually relevant video content, ensuring brand safety and increased engagement.

Audience Engagement

We delivered ads through Contextual Video PMPs, leveraging JW Player's proprietary viewability technology to maximize engagement and completion rates.