GumGum Verity& JW Player drive video performance for Dentsu

YEAR
2021
INDUSTRY
CPG
FORMATS
VerityTM Video PMPs
The GumGum Team on retreat in Ojai

Objective

In a CPG campaign, Dentsu wanted to achieve 70%+ viewability, 70%+ VCR, and 35%+ VOC, while leveraging contextual targeting and brand safety.

The GumGum Team on retreat in Ojai
The GumGum Team on retreat in Ojai

Methodology & Strategy

GumGum Verity & JW Player worked together to drive strong viewability and VCR metrics by utilizing Verity™ Video PMPs to target contextually relevant videos that better engaged the user.

Performance & Results

GumGum’s Verity segments combined with JW Player’s proprietary viewability technology drove high viewability and VCR scores on publishers that previously achieved low metrics, ultimately leading the campaign to exceed each of its goals.

85.24%
Viewability
122% of Viewability goal
92.43%
VCR
132% of VCR goal
73.81%
Viewability on Completion
211% of VOC* goal

* VOC refers to how much of the video screen is in view when the video ends

JW Player was the best performing video partner so far in 2021, we had the highest viewability on completion.

Abouacar Dramé

Programmatic Associate Director

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