GumGum, the Mindset Company™ transforming advertising, today announced the results of a campaign for the energy company RWE, in partnership with EssenceMediacom, a WPP Media brand. The goal was to sustainably increase RWE’s brand awareness in the renewable energy sector. The campaign ran across several European countries and targeted relevant B2B audiences, including business decision-makers, investors, and opinion leaders in business and media. To achieve this, RWE relied on GumGum’s advanced contextual technology, which reaches users with advertising at the right time and in the right mindset.
The foundation for this is the Mindset Graph™, GumGum’s AI-powered data engine that analyzes the open web at a granular level. While traditional targeting models rely heavily on identity data, historical segments, or broad contextual assumptions, the Mindset Graph follows a different approach by analyzing millions of data signals—from contextual and attention signals to situational factors—and delivering real-time insights into which topics and content truly resonate with consumers.
Strong Results in Germany
The campaign combined large-format banners and country-specific messaging with contextual AI analysis. This enabled RWE to place its content precisely within relevant digital environments and significantly increase user interaction.
Germany in particular delivered remarkable results. Viewability reached around 96% for the desktop skin format and 94% for the mobile skin format. Engagement performance was also strong, with the average time on site reaching 7.14 minutes on desktop and 6.17 minutes on mobile. Across Europe, the average time on site was 5 minutes and 22 seconds—around 454% above benchmark.
Across all markets, the campaign generated 8.5 million impressions and an average CTR of 1.05%. It also delivered significantly higher advertising attention: GumGum’s high-impact formats recorded 2.6 times higher attention time than standard display advertising. There was also a 10% lift in brand awareness.
Frank Arens, Head of Public Relations at RWE, commented, “Especially when dealing with complex topics such as the energy transition, it is crucial to reach relevant audiences in the right context and generate sustainable attention. The Europe-wide campaign with GumGum demonstrated how strongly attention and engagement increase when content is delivered at the right moment.”
“For us, it was crucial to steer the campaign consistently based on relevant usage contexts rather than traditional audience definitions. The results show that this approach delivers significantly greater depth in communication and measurably stronger engagement, particularly in a B2B environment,” says Grigorij Kutuzov, Director at EssenceMediacom.
Simon Tritsch, Commercial Director DACH at GumGum, added, “Our goal is to redefine advertising through people’s mindset. The foundation is the Mindset Graph, which makes this approach data-driven and actionable for media planning. It reveals precisely those content categories that often remain hidden in traditional media planning but deliver the greatest impact, and shows the moments when users are truly receptive to advertising.”
