As part of this successful partnership, GumGum set out to test the efficacy of Desktop Skins, utilizing its contextual tech engine, Verity™.
This was executed with global media agency Dentsu and research giant On Device Research (ODR). The teams set out to measure the impact of this eye-catching ad format.
Verity™ scanned thousands of web pages to align Vodafone’s Samsung Galaxy creative with highly relevant content related to:
To establish the impact of a campaign on any given brand, ODR analyzes the difference between the results for a control sample (users who have not been exposed to the creative and the target audience (users who saw the ad).
GumGum utilized our most eye-catching ad format, the Desktop Skin, in tandem with our Verity™ tech to ensure the Vodafone Samsung Galaxy Z Flip3 creative surrounded contextually relevant content related to laptops, tech and business. The Desktop Skin expands across the screen and naturally surrounds the page content.
In line with campaign objectives, the campaign worked well to improve levels of Prompted Awareness, Wider Consideration and Purchase Intent.