Vodafone leveraged GumGum’s contextual intelligence platform, Verity™, to increase purchase intent around the Samsung Galaxy Z Flip 3.

Desktop Skin
The GumGum Team on retreat in Ojai


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.

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

Methodology & Strategy

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.

Performance & Results

In line with campaign objectives, the campaign worked well to improve levels of Prompted Awareness, Wider Consideration and Purchase Intent.

Prompted Awareness
Wider Consideration
Purchase Intent
Brand Lift
Current Samsung User

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