Domino’s partnered with GumGum to enhance consumer awareness and drive sales through a combined contextual, creative, and attention strategy

Return on Ad Spend (ROAS)

398%

Increase in Click-Through Rate (CTR)

40%

Challenges

Domino's sought to cut through a competitive advertising landscape for their '50% Off' campaign by leveraging GumGum’s contextual and attention-based advertising technologies to amplify consumer awareness and ultimately increase pizza sales.

Methodology & Strategy

GumGum developed a game-changing solution by combining contextual intelligence and attention measurement to optimize Domino's ad placements for maximum consumer engagement.

Performance & Results

By combining context and attention, GumGum achieved outstanding results for Domino’s ‘50% Off Campaign.’

Finding Domino’s Audience

GumGum Contextual identified the most relevant contextual environments to reach Domino’s target audience. GumGum Attention pinpointed the contextual categories that secured the highest levels of attention time.

Audience Engagement

The top-performing categories to secure the highest level of Attention Time included Business, News and Education and Health and Fitness. GumGum Verity™’s in-depth contextual intelligence expertise worked to identify Health and Fitness as a targeting category - an optimization opportunity that may have otherwise been missed with a more standard contextual approach. (The Health and Fitness category is in contrast with what pizza and other fast-food retailers traditionally target)

398%

Return on Ad Spend (ROAS)

40%

uplift in Click-Through Rate (CTR)

2,143 hours

additional attention vs non-optimized control, equating to 89+ days