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LA Tourism Inspires Exploration with GumGum's High-Impact Creative
"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."
The Los Angeles Tourism & Convention Board (LA Tourism) is dedicated to promoting Los Angeles as a premier travel destination. Their goal was to increase awareness and engagement with their audience, aiming to capture attention in a way that resonates with potential visitors.
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To accomplish this, LA Tourism sought an innovative solution to stand out in a crowded digital environment, with a goal to drive higher engagement, awareness and click-through rates while effectively communicating the appeal of Los Angeles.
Using GumGumâs contextual targeting, we identified ideal placementsâsuch as events, attractions, and sports contentâthat naturally aligned with the interests of potential visitors to display LA Tourismâs message.
To catch travelers' attention, we used our proprietary Hang Time ad unitâan immersive format crafted to maximize user interest and activity. Hang Timeâs dynamic, user-focused design kept LA Tourismâs ad on screen as users interacted.
To further boost LA Tourismâs message, we complemented the Hang Time ad units with impactful Desktop Skins and In-Screen Expandable Video ad units .
LA Tourism saw impressive results from GumGum's campaign, demonstrating both the effective and engaging power of high-impact creative ad units.
The Hang Time units were the heart of the campaign, driving the greatest interaction with potential travelers, boosting the campaignâs KPIs all the way around.
With GumGumâs Creative Attention Tracker, we pinpointed which parts of LA Tourismâs Hang Time creative captured the most attention and drove engagement, driving results that exceeded GumGumâs Hang Time performance 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 Kärcherâs brand presence and drove meaningful consumer engagement, proving that attention is the ultimate driver of
advertising effectiveness.
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