Marketing Terms & Digital Advertising Acronyms You Should Know

March 14, 2019 | 126 views

When it comes to digital advertising and marketing terms, acronyms like UGC, GDN, ROAS, RTB, SOV, and even TrV are commonly tossed around when discussing campaigns. If you’re not familiar with them, you’re not alone.Although shorthand ways of describing concepts are nothing new, the ever-expanding laundry list of industry abbreviated terms can confuse even the most seasoned and savvy of digital marketing professionals.

Spotlight

Clicky Media

Clicky is an award-winning, digital marketing agency with offices in Chester, Nottingham and London. We provide bespoke solutions with a focus on performance, in an ever-evolving visual and mobile web industry. Our 50-strong team of digital marketing, design and development experts define and differentiate us. We have ambitiously high expectations, for ourselves and your results. Our entire approach is tailored to your aims, values and commercial objectives. We help brands realise their potential online through a results-driven fusion of intelligent insight, strategic innovation & adventurous creative.

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Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | July 6, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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AI Ad Campaigns for Improved Ad Targeting

Article | July 13, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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ADVERTISER PLATFORMS

6-second Video Ads: Delivering Key Messages & Driving Results

Article | August 2, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

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Spotlight

Clicky Media

Clicky is an award-winning, digital marketing agency with offices in Chester, Nottingham and London. We provide bespoke solutions with a focus on performance, in an ever-evolving visual and mobile web industry. Our 50-strong team of digital marketing, design and development experts define and differentiate us. We have ambitiously high expectations, for ourselves and your results. Our entire approach is tailored to your aims, values and commercial objectives. We help brands realise their potential online through a results-driven fusion of intelligent insight, strategic innovation & adventurous creative.

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DoubleVerify to Provide Third-party Measurement Tools to Best Buy and Its In-house Media Network, Best Buy Ads

DoubleVerify | September 30, 2022

DoubleVerify (“DV”), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced it is working with Best Buy Ads, the consumer electronic retailer’s in-house retail media network (RMN). Through this work, DV will provide robust measurement tools for both partners of Best Buy Ads and the brand’s own ad campaigns. “We are excited to work with Best Buy to bring independent, third-party measurement to Best Buy Ads and to Best Buy ad campaigns across the open web,” said Mark Zagorski, CEO at DoubleVerify. “We are excited to work with Best Buy to bring independent, third-party measurement to Best Buy Ads and to Best Buy ad campaigns across the open web,” said Mark Zagorski, CEO at DoubleVerify. “Our solutions will support Best Buy and its retail media clients, improving overall ad effectiveness, while giving them greater clarity and confidence in their digital investments.” Retail media is estimated to be a $100 billion opportunity.* A retail media network allows a retailer to give brands access to their customers using the retailer’s key assets: first-party customer data and owned media. With the retailer’s first-party data, brands can reach in-market buyers at the point of purchase, across formats and owned channels. DV easily integrates directly onto a retailer’s media properties, ensuring advertisers can evaluate if campaigns are viewable, seen by real people, served in a brand-safe environment, safe from fraud and sophisticated invalid traffic (SIVT), and appear in the intended geography. With today’s announcement, Best Buy advertisers who use DV will have access to pre-campaign activation (DV Authentic Brand Suitability, Fraud/SIVT) and post-bid filtering and measurement (DV Authentic Ad™, DV Video Complete, Programmatic Analytics) across Best Buy Ads. DV will also be used by Best Buy for its own programmatically-executed media buys. DoubleVerify’s Publisher Suite will also be implemented across the Best Buy media platform, providing comprehensive protection and granular controls to the retail media network. “DoubleVerify’s product advancements and partnerships in the retail media sector are further examples of how we are leading the industry in developing innovative quality and performance solutions for emerging digital platforms,” said Zagorski. For more information about DoubleVerify, contact sales@DoubleVerify.com. About DoubleVerify DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.

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Digital Advertising Company Radically Increases Productivity, Migrates Kubernetes Application Between Clouds in One Week with Mirantis

Mirantis | September 28, 2022

Mirantis, freeing developers to create their most valuable code, today announced that Choozle, which provides a digital advertising software platform, chose Lens Autopilot to migrate its application on an urgent, one-week migration deadline. After quickly expanding its customer base, Choozle found itself in need of a more scalable infrastructure to support hundreds of daily active users. The company’s engineering operations team started adopting Kubernetes, using Google Kubernetes Engine (GKE). Choozle chose to use the Mirantis DevOps-as-a-Service offering that combines Lens, the world’s most popular Kubernetes integrated development environment (IDE), with expert services from Mirantis site reliability engineers. “The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “Today, we have a successfully migrated application that went from a legacy AWS Kubernetes cluster to a scaled, much more modern solution that preserves a better future for our application and our customers. Choozle has been successful by choosing really great partners, and I would definitely put Mirantis on that list of great partners that we've had in our company’s history.” Mirantis provided a dedicated team to manage and execute the transition. Lens eliminates the Kubernetes complexity that has hindered mainstream developer adoption since its inception. Lens enables users to easily manage, develop, debug, monitor, and troubleshoot their workloads across multiple clusters in real-time – supporting any certified Kubernetes distribution, on any infrastructure. The Lens desktop application has an intuitive graphical user interface and works with Linux, macOS, and Windows operating systems. Lens Autopilot features compelling guaranteed outcomes, including the technical ability after 12 months to achieve a 10 times increase in application deployment speed, 75% reduction in security vulnerabilities, accelerated time to remediation, and 2-4 times reduction in operational costs. “When you are growing exponentially, you don’t want to slow your developers from providing optimal customer value,” said Anoop Kumar, director of professional services for Americas, Mirantis. “We were able to not just quickly migrate Choozle from a legacy AWS deployment to Google, but we did it without any extra burden on the developers.” A desktop application, Lens lowers the barrier of entry for those just getting started with Kubernetes and radically improves productivity for people with more experience. With more than 5 million downloads, more than 600,000 users, and 18,500 stars on GitHub, Lens is the most popular integrated development environment (IDE) for Kubernetes. Lens DevopsCare extends the capabilities of Lens to provide a complete managed CI/CD toolchain that is managed and supported by Mirantis and configured to meet the unique needs of the development process. In addition to the CI/CD capabilities, Lens DevopsCare also provides developers with policy-based proactive security and best practices, metrics on their development process and environment, as well as extensive support to enhance the developer experience and reduce the cognitive load for everyday development tasks. To learn more about why Choozle chose Lens, read the case study. About Mirantis Mirantis helps organizations ship code faster on public and private clouds, increasing developer productivity by removing the stress of managing infrastructure. The company combines Intelligent Automation and cloud native expertise to provide a ZeroOps approach to managing and operating Kubernetes and cloud environments. Mirantis delivers a public cloud experience on any infrastructure, from the data center to the edge, with one cohesive cloud experience for complete app and DevOps portability, a single pane of glass, and automated full-stack lifecycle management, all based on open source. Mirantis serves many of the world’s leading enterprises, including Adobe, DocuSign, Inmarsat, Nationwide Insurance, PayPal, Reliance Jio, Societe Generale, Splunk, and S&P Global. Learn more at www.mirantis.com. About Choozle Choozle – Digital Advertising Made Easy® – provides a digital advertising software platform that leverages detailed consumer data to power programmatic advertising campaigns across display, video, mobile, audio, connected tv, digital out-of-home, and other mediums – all from a single, intuitive interface. Choozle combines the sophistication of multiple digital advertising tools, a demand-side platform, data management platform, and smart tag management into a single platform. Designed for advertising agencies and marketing departments, Choozle has democratized the ad tech ecosystem with its intuitive, elegant, and affordable solution. www.choozle.com

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SOCIAL MEDIA ADVERTISING

SAP Boosts Brand Awareness Using GumGum’s High Impact Ad Formats

SAP, GumGum | September 07, 2022

GumGum, a contextual-first global digital advertising platform, has announced that multinational software company, SAP, has become the first brand in EMEA to leverage both GumGum’s high impact desktop skin advertising unit, and its cookieless contextual targeting solution, VerityTM, to significantly boost brand awareness. Led by OMD Hamburg, a leading media agency, the campaign successfully improved brand perception of SAP as a trusted business by +7ppts, and as a company that offers the best business software and solutions by +5ppts. Measurement was provided by research experts On Device Research (ODR) and Lumen Research Ltd. ODR measured the campaign’s impact on the SAP brand by comparing the results of two tests. The first test comprised a control sample of people who had not been exposed to the ad creative, and the second test was aimed at the target audience, with consumers shown the campaign’s ad creative. Lumen provided eye tracking technology to both measure the attention the contextual campaigns received, and help understand the broader implications of attention as a metric for the digital advertising industry. Using VerityTM, GumGum served the desktop skin unit across its premium roster of publishers, on contextually relevant articles, targeting key business decision makers. VerityTM is able to scan everything from copy and imagery, to audio and video, for accurate and safe ad placement, without the need for cookies or any personally identifiable information (PII). The research was a huge success in proving that GumGum’s high impact ad units – and Verity’sTM cookieless contextual intelligence technology – positively impact both brand awareness and brand consideration. 61% of the audience exposed to the campaign took some form of action. One in three felt the ad campaign was informative, while a positive shift was also seen among the target audience (+5ppts). Peter Wallace, general manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited." Peter Wallace, general manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited. The chance to work with one of the world’s leading software companies is an obvious one, but the opportunity to test VerityTM in the German market for the first time was hugely rewarding. The future of digital advertising in this cookieless, privacy-first era is all about contextual, and tapping into the consumer’s mindset at the right moment to engage and influence their imagination and behaviour. We’re delighted to have helped SAP to do that.” Moritz Fisecker, integrated media manager EMEA at SAP & Timo Steyer, deputy director digital strategy at OMD Hamburg, say: “We were looking to increase brand and product awareness – and ideally consideration – when we partnered with GumGum to help boost our advertising campaign performance. Our friends at Lumen and ODR concluded that those that saw the ads had a spiked interest in learning more, ultimately increasing brand consideration, and we’re delighted to declare our media campaign and the research results with GumGum and OMD Hamburg a success. The campaign clearly demonstrated the potential of a cookieless approach for driving improved outcomes for digital advertising.” About GumGum GumGum is a contextual-first global digital advertising platform that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future for consumers, publishers and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please reach out to pr@gumgum.com

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AD NETWORKS

DoubleVerify to Provide Third-party Measurement Tools to Best Buy and Its In-house Media Network, Best Buy Ads

DoubleVerify | September 30, 2022

DoubleVerify (“DV”), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced it is working with Best Buy Ads, the consumer electronic retailer’s in-house retail media network (RMN). Through this work, DV will provide robust measurement tools for both partners of Best Buy Ads and the brand’s own ad campaigns. “We are excited to work with Best Buy to bring independent, third-party measurement to Best Buy Ads and to Best Buy ad campaigns across the open web,” said Mark Zagorski, CEO at DoubleVerify. “We are excited to work with Best Buy to bring independent, third-party measurement to Best Buy Ads and to Best Buy ad campaigns across the open web,” said Mark Zagorski, CEO at DoubleVerify. “Our solutions will support Best Buy and its retail media clients, improving overall ad effectiveness, while giving them greater clarity and confidence in their digital investments.” Retail media is estimated to be a $100 billion opportunity.* A retail media network allows a retailer to give brands access to their customers using the retailer’s key assets: first-party customer data and owned media. With the retailer’s first-party data, brands can reach in-market buyers at the point of purchase, across formats and owned channels. DV easily integrates directly onto a retailer’s media properties, ensuring advertisers can evaluate if campaigns are viewable, seen by real people, served in a brand-safe environment, safe from fraud and sophisticated invalid traffic (SIVT), and appear in the intended geography. With today’s announcement, Best Buy advertisers who use DV will have access to pre-campaign activation (DV Authentic Brand Suitability, Fraud/SIVT) and post-bid filtering and measurement (DV Authentic Ad™, DV Video Complete, Programmatic Analytics) across Best Buy Ads. DV will also be used by Best Buy for its own programmatically-executed media buys. DoubleVerify’s Publisher Suite will also be implemented across the Best Buy media platform, providing comprehensive protection and granular controls to the retail media network. “DoubleVerify’s product advancements and partnerships in the retail media sector are further examples of how we are leading the industry in developing innovative quality and performance solutions for emerging digital platforms,” said Zagorski. For more information about DoubleVerify, contact sales@DoubleVerify.com. About DoubleVerify DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.

Read More

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Digital Advertising Company Radically Increases Productivity, Migrates Kubernetes Application Between Clouds in One Week with Mirantis

Mirantis | September 28, 2022

Mirantis, freeing developers to create their most valuable code, today announced that Choozle, which provides a digital advertising software platform, chose Lens Autopilot to migrate its application on an urgent, one-week migration deadline. After quickly expanding its customer base, Choozle found itself in need of a more scalable infrastructure to support hundreds of daily active users. The company’s engineering operations team started adopting Kubernetes, using Google Kubernetes Engine (GKE). Choozle chose to use the Mirantis DevOps-as-a-Service offering that combines Lens, the world’s most popular Kubernetes integrated development environment (IDE), with expert services from Mirantis site reliability engineers. “The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “Today, we have a successfully migrated application that went from a legacy AWS Kubernetes cluster to a scaled, much more modern solution that preserves a better future for our application and our customers. Choozle has been successful by choosing really great partners, and I would definitely put Mirantis on that list of great partners that we've had in our company’s history.” Mirantis provided a dedicated team to manage and execute the transition. Lens eliminates the Kubernetes complexity that has hindered mainstream developer adoption since its inception. Lens enables users to easily manage, develop, debug, monitor, and troubleshoot their workloads across multiple clusters in real-time – supporting any certified Kubernetes distribution, on any infrastructure. The Lens desktop application has an intuitive graphical user interface and works with Linux, macOS, and Windows operating systems. Lens Autopilot features compelling guaranteed outcomes, including the technical ability after 12 months to achieve a 10 times increase in application deployment speed, 75% reduction in security vulnerabilities, accelerated time to remediation, and 2-4 times reduction in operational costs. “When you are growing exponentially, you don’t want to slow your developers from providing optimal customer value,” said Anoop Kumar, director of professional services for Americas, Mirantis. “We were able to not just quickly migrate Choozle from a legacy AWS deployment to Google, but we did it without any extra burden on the developers.” A desktop application, Lens lowers the barrier of entry for those just getting started with Kubernetes and radically improves productivity for people with more experience. With more than 5 million downloads, more than 600,000 users, and 18,500 stars on GitHub, Lens is the most popular integrated development environment (IDE) for Kubernetes. Lens DevopsCare extends the capabilities of Lens to provide a complete managed CI/CD toolchain that is managed and supported by Mirantis and configured to meet the unique needs of the development process. In addition to the CI/CD capabilities, Lens DevopsCare also provides developers with policy-based proactive security and best practices, metrics on their development process and environment, as well as extensive support to enhance the developer experience and reduce the cognitive load for everyday development tasks. To learn more about why Choozle chose Lens, read the case study. About Mirantis Mirantis helps organizations ship code faster on public and private clouds, increasing developer productivity by removing the stress of managing infrastructure. The company combines Intelligent Automation and cloud native expertise to provide a ZeroOps approach to managing and operating Kubernetes and cloud environments. Mirantis delivers a public cloud experience on any infrastructure, from the data center to the edge, with one cohesive cloud experience for complete app and DevOps portability, a single pane of glass, and automated full-stack lifecycle management, all based on open source. Mirantis serves many of the world’s leading enterprises, including Adobe, DocuSign, Inmarsat, Nationwide Insurance, PayPal, Reliance Jio, Societe Generale, Splunk, and S&P Global. Learn more at www.mirantis.com. About Choozle Choozle – Digital Advertising Made Easy® – provides a digital advertising software platform that leverages detailed consumer data to power programmatic advertising campaigns across display, video, mobile, audio, connected tv, digital out-of-home, and other mediums – all from a single, intuitive interface. Choozle combines the sophistication of multiple digital advertising tools, a demand-side platform, data management platform, and smart tag management into a single platform. Designed for advertising agencies and marketing departments, Choozle has democratized the ad tech ecosystem with its intuitive, elegant, and affordable solution. www.choozle.com

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SOCIAL MEDIA ADVERTISING

SAP Boosts Brand Awareness Using GumGum’s High Impact Ad Formats

SAP, GumGum | September 07, 2022

GumGum, a contextual-first global digital advertising platform, has announced that multinational software company, SAP, has become the first brand in EMEA to leverage both GumGum’s high impact desktop skin advertising unit, and its cookieless contextual targeting solution, VerityTM, to significantly boost brand awareness. Led by OMD Hamburg, a leading media agency, the campaign successfully improved brand perception of SAP as a trusted business by +7ppts, and as a company that offers the best business software and solutions by +5ppts. Measurement was provided by research experts On Device Research (ODR) and Lumen Research Ltd. ODR measured the campaign’s impact on the SAP brand by comparing the results of two tests. The first test comprised a control sample of people who had not been exposed to the ad creative, and the second test was aimed at the target audience, with consumers shown the campaign’s ad creative. Lumen provided eye tracking technology to both measure the attention the contextual campaigns received, and help understand the broader implications of attention as a metric for the digital advertising industry. Using VerityTM, GumGum served the desktop skin unit across its premium roster of publishers, on contextually relevant articles, targeting key business decision makers. VerityTM is able to scan everything from copy and imagery, to audio and video, for accurate and safe ad placement, without the need for cookies or any personally identifiable information (PII). The research was a huge success in proving that GumGum’s high impact ad units – and Verity’sTM cookieless contextual intelligence technology – positively impact both brand awareness and brand consideration. 61% of the audience exposed to the campaign took some form of action. One in three felt the ad campaign was informative, while a positive shift was also seen among the target audience (+5ppts). Peter Wallace, general manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited." Peter Wallace, general manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited. The chance to work with one of the world’s leading software companies is an obvious one, but the opportunity to test VerityTM in the German market for the first time was hugely rewarding. The future of digital advertising in this cookieless, privacy-first era is all about contextual, and tapping into the consumer’s mindset at the right moment to engage and influence their imagination and behaviour. We’re delighted to have helped SAP to do that.” Moritz Fisecker, integrated media manager EMEA at SAP & Timo Steyer, deputy director digital strategy at OMD Hamburg, say: “We were looking to increase brand and product awareness – and ideally consideration – when we partnered with GumGum to help boost our advertising campaign performance. Our friends at Lumen and ODR concluded that those that saw the ads had a spiked interest in learning more, ultimately increasing brand consideration, and we’re delighted to declare our media campaign and the research results with GumGum and OMD Hamburg a success. The campaign clearly demonstrated the potential of a cookieless approach for driving improved outcomes for digital advertising.” About GumGum GumGum is a contextual-first global digital advertising platform that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future for consumers, publishers and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please reach out to pr@gumgum.com

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