The New Frontier of Contextual

Contextual targeting works, but does it scale? GumGum partnered with MAGNA Media Trials to put two approaches head to head: traditional contextual alignment vs. mindset-driven contextual alignment. The findings reveal which strategy reaches new audiences, reshapes brand perception, and drives real growth.

Research conducted by MAGNA Media Trials, Q4 2025.

Let’s start with the basics.

First Name

Last Name

Work email

A bit more context helps us tailor things.

Job Title

Company

Who are you?

Country

Last step – tell us what you’re looking for.

How Did You Hear About Us?

Message

I’d like to receive occasional GumGum marketing communications to learn more about contextual advertising

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What’s Inside

Context Is a Spectrum

Relevance isn't an on/off switch. Every step toward a better contextual fit boosts ad recall and message retention, and mindset signals help you get closer with every impression.

Scale Without Sacrificing Relevance

Mindset-driven alignment unlocked up to 473% more available inventory versus traditional contextual, without compromising on relevance or brand suitability.

Win Over Undecided Buyers

Among in-market consumers still forming opinions, mindset-driven alignment drove a +23pt lift in brand favorability, more than 3x the impact of traditional contextual.

Reach the Customers You Haven't Met Yet

For consumers who had never purchased the brand before, mindset-driven alignment delivered a +36pt lift in aided ad recall and a +14pt gain in brand favorability, nearly double traditional contextual performance.