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On the Right Track: Great Western Railway Sees ROI Gains with GumGum
“GumGum's contextual segments have enhanced GWR's prospecting display strategy by driving higher engagement and outperforming benchmarks at a more cost-efficient CPA compared to standalone off-the shelf segments”
Great Western Railway (GWR), a leading UK-based train operator, aimed to maximize ROI through a pre-bid campaign on The Trade Desk. The goal was to inspire leisure train travel by targeting audiences with interests in travel and nature-based activities.
Great Western Railway’s campaign featured creative highlighting the joy of train journeys and nature exploration. Ads were placed strategically to ensure cost efficiency while maximizing engagement.
GumGum utilized its Contextual Intelligence technology to deliver ads aligned with content that matched the target audience’s interests, such as rail travel, leisure travel, nature, and staycations—all without relying on cookies.
By understanding GWR's travelers' interests, we prioritized contextually relevant content—like leisure travel and nature—over behavioral tracking. This strategy ensured GWR’s ads reached the right audience in naturally aligned environments.
GWR's campaign achieved exceptional results compared to benchmarks:
GumGum's high impact units have consistently delivered results above benchmark, so we were eager to test the new Hang Time unit. Our initial test generated engagement twice as strong as the current units we are running, and we are now including it in multiple plans globally going forward.
Vice President, Media at Allied Global Marketing
This case study underscores the undeniable link between high-attention media placements and positive brand impact. By strategically placing ads within the right contextual environment, we successfully amplified Kärcher’s brand presence and drove meaningful consumer engagement, proving that attention is the ultimate driver of
advertising effectiveness.
GumGum's contextual segments have enhanced GWR's prospecting display strategy by driving higher engagement and outperforming benchmarks at a more cost-efficient CPA compared to standalone off-the shelf segments.
This custom-built approach, teamed with DCO creatives, delivered a highly impactful campaign reaching our target audience with highly relevant messaging in the right context
Programmatic Account Manager, Great Western Railway
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