“Tapping into GumGum’s Mindset Graph™, we were able to connect with the right audiences in moments that mattered most through The Trade Desk. The results showed clear performance gains and validated contextual as a high-quality, scalable solution for our brand.”
Norgine, in partnership with their agency Havas, set out to launch a new OTC Movicol variant with clear objectives. The brand needed to build awareness among consumers while competing against established players in the category.
Norgine partnered with GumGum to design a contextual strategy that would reach consumers in the right moments and right mindset. By using insights from the Mindset Graph, the campaign identified relevant audience segments and activated them across premium OLV inventory through The Trade Desk.
GumGum leveraged insights from the Mindset Graph to uncover moments when consumers would be most receptive. Several contextual segments were identified and activated via The Trade Desk in an OLV campaign aligned to key contexts.
By targeting contextually relevant moments, the campaign placed Movicol’s message within premium OLV environments that outperformed standard keyword targeting. Higher TVQI scores showed that ads were served in placements comparable to the quality of traditional TV, which helped capture greater attention and drive stronger audience engagement.
The campaign proved that contextual targeting can deliver both quality and performance. By activating the right audience segments, Movicol saw measurable improvements in TVQI and stronger results than standard keyword targeting.
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