- GumGum’s contextually-targeted ads had a 92% ad viewability average versus 55% for standard formats.
- Four test groups were created, with 600 respondents from large and innovative brands spanning four different verticals: financial services, electronics, pharmaceuticals and beauty.
- Respondents were shown a number of webpages on premium content sites. Lumen Research created a test environment which mimicked the real-world online browsing experience.
- GumGum’s contextually-targeted formats had 3,739 seconds of attention per 000’ impressions, which was 22x more than for standard units.
The Contextual Edge in the Age of Attention
New Study Proves that GumGum’s Contextual Solutions Increase Ad Viewability & Brand Recall
In a complex digital landscape, where consumers are constantly bombarded with brand messaging, how do we measure ad success? Recently, one method that is gaining traction is attention-based measurement, which uses metrics around “ad viewability” to identify how long eyeballs were actually on a particular brand message.
With the decline of third-party data, GumGum’s contextual technology is leading the way into a cookie-less future. GumGum partnered with Lumen Research and Publicis Groupe to put its contextual expertise to the test through attention-based metrics and proved that display ads that are contextually targeted drive greater consumer attention.
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