GumGum Harnessed the Power of Its In-Video Unit to Drive Impact and Awareness for The Trevor Project

The GumGum Team on retreat in Ojai


Powered by its accredited contextual expertise, GumGum leveraged its Connected TV (CTV) unit, In-Video, to amplify brand lift for The Trevor Project. This campaign was part of a new initiative with GumGum Gives, which aims to promote various charities in a company-wide effort and commitment to social impact.

Illustration of GumGum x JW Player Methodology

Methodology & Strategy

GumGum utilized the In-Video unit, a powerful CTV ad which boosts awareness through an overlay that captures audience attention via seamless integration into TV content. This created a non-disruptive viewing experience for audiences.

The campaign was a standout success and proved the effectiveness of GumGum’s In-Video CTV unit which is powered by patented server-side ad insertion (SSAI) technology.

Performance & Results

GumGum’s In-Video ad for The Trevor Project significantly increased recall, with strong shifts across all audiences – most notably amongst the 18-34 age group.

Lift in Ad Recall
+31% amongst the 18-34 age group
Lift in Prompted Awareness
+30% amongst the 18-34 age group
Lift in Likelihood to Recommend
+23% amongst the 18-34 group


These results outperformed campaign benchmarks for charity-based campaigns per data collected by On Device Research - helping raise awareness and enhancing key brand perceptions for The Trevor Project.

The In-Video campaign had an exceptional impact on brand lift:

  • 2 in 3 viewers had a positive response to the creative (+8 pts above non-profit campaign benchmarks) where the ad particularly resonated among those who felt that more should be done to support the LGBTQ community (83%).
  • Amongst those who felt more should be done to support the LGBTQ community, 1 in 2 felt curious to learn more. Plus, within the same group, 4 in 5 took or intended to take action after exposure (+23 pts above non-profit campaign benchmarks).
  • 1 in 3 felt curiosity, joy and felt the organization is trustworthy.
  • Most notably, 3 in 4 took or intended to take some form of action after exposure to the ad (+16 pts above non-profit campaign benchmarks).

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