A Sweet Snapshot: GumGum + Dairy Queen 2020 Partnership
TABLE OF CONTENTS
Our Valued Partnership
2020 What We Heard
Contextual Intelligence Powered by Verity™
2020 How We Delivered
Our Differentiators
Thank You!
WHat's on the MENU
#1 Contextual Targeting Tech
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$647K
Total Investment
2
2 Campaigns
12
25K of Added Value in Creative for 2020
$25K
12 Creatives
OUR VALUED PARTNERSHIP
$310K
2020 Investment to Date
Source: GumGum data; Spend numbers account for data through December
03
(from 2019-2020)
(from 2020)
Campaign Programmatic Blizzard Campaign Q2-Q4
Flight 6/1 - 10/31
Objective Drive awareness and engagement of Dairy Queen's Summer and Fall Blizzard flavors from Q1-Q4 2020
GumGum Strategy Leverage GumGum’s contextual targeting technology, Verity™, to align Dairy Queen with images and content related to Summer, ice cream, National Ice Cream Day, desserts, Fall, pumpkin spice and more paired with highly engaging video units across a vast network of premium sites.
...AND THE RESULTS?
04
2020 WHAT WE HEARD...
View Demo
Incremental was allotted to GumGum in Sept for 130k and Oct for $75k!
In-Screen Animation
Premium placement on the page within our In-Image and In-Screen slots, drives 2-3.5x higher than IAB standard performance
Four Hershey’s brands leveraged GumGum Standard in 2020 to boost efficiencies and drive ROI
01
02
Continue...
To leverage the new In-Screen Expandable Unit to drive awareness for more Hershey’s brands in 2021!
In-View Rate
92.3%
Engagement
5.75%
CTR
0.48%
48.3%
25.34%
0.30%
05
2020 HOW WE DELIVERED
DQ Creative Gallery
GumGum’s proprietary artificial intelligence, Verity™, uses natural language processing and machine learning to understand images, text and video on a webpage with the primary purpose of providing relevant, brand-safe and effective advertising.
GumGum's Verity™ can determine granular content related to your brand, competitors, holidays, events, music, sports entertainment and more across GumGum's premium platform.
Full Page Analysis
Image Classification
Major Event Classification
Brand Safety
Keyword Detection
IAB Tier 1 & 2 Categorization
4A's Safety Framework
Sentiment Analysis
How it Works
• Ice Cream • Best • Standout • Sweet treat • Recipes • Ingredients • Cakes
Natural Language Processing
• Ice Cream • Scoop
Image Recognition
Food & Wine
Premium Publisher
06
CONTEXTUAL INTELLIGENCE POWERED BY VERITY™
The Value of Contextual Targeting
07
42%
69%
47%
27%
A newly released research report from Dentsu Aegis Network ranks GumGum as the industry’s most accurate contextual vendor.
Competitor A
Competitor B
Competitor C
GumGum Verity™
More accurate than other contextual vendors
71%
Lower Cost Per Viewable Impression than behaviorally targeted ads
41%
Reducction in Cost Per Click compared to behavioral targeting
48%
vERITY™ IS THE #1 CONTEXTUAL TARGETING TECHNOLOGY
Source: research was conducted by Dentsu Aegis Network (Aug. 2020).
VERITY™ IS THE #1 CONTEXTUAL TARGETING TECHNOLOGY
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Verity™ powers our contextual targeting solution. Our differentiating technology analyzes text and images to determine the utmost in contextual relevance and brand safety.
The Value of Contextual Advertising
A SOPHISTICATED CONTEXTUAL SOLUTION
Unlike other solutions, our solutions run cross device, ensuring your ads reach the right user, at the right time, in the right environment.
Beautiful Ads
CUSTOM CROSS-PLATFORM CREATIVE FORMATS
Ads run where the user’s eyes are most focused, In-Image and in-Screen, consistently surpassing standard industry benchmarks.
Unique Placements
COMBATS BANNER BLINDNESS
• Chowhound
Keyword • Ice Cream • Cone
Image Detection
• Ice Cream • Summer • Cone • Delicious • Ingredients
Keyword Analysis
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GUMGUM's UNIqUE differentiator
The GumGum value proposition harnesses the power of three, which sets us apart.
Looking forward to a continued partnership!
Sales Director, MW cdipasquale@gumgum.com
CATHERINE DIPASQUALE
Account Director sparker@gumgum.com
SHELBY PARKER
Client Solutions Manager mtomkinson@gumgum.com
MICAHEL TOMKINSON
Programmatic Solutions Manager sschuman@gumgum.com
SARAH SCHUMAN
Marketing Strategist kelcie@gumgum.com
KELCIE HARTRICH
Senior Account Manager lkurth@gumgum.com
Lauren Kurth
