1. THE RISE OF IMAGES AND
BREAKTHROUGH
ADVERTISING TECHNOLOGIES
iMedia Breakthrough Summit
October 16, 2012
Ophir Tanz, CEO
GumGum, Inc
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2. 65-70% OF ALL INTERNET TRAFFIC IS
FROM IMAGE VIEWING
• 5 trillion images online
• 10% of all photos online were taken in the last 12
months
• Popularity of Pinterest and Instagram
• 300 million images are uploaded to Facebook each
day
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3. WHAT IS IN-IMAGE ADVERTISING?
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4. IN-IMAGE MOBILE ADS
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5. USERS FOCUS ON CONTENT
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6. BANNER BLINDNESS
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7. LIVE DEMO
DEMO
(http://demo.gumgum.com)
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8. THE WORLD’S LARGEST IN-IMAGE PLATFORM
REACH PREMIUM PUBLISHERS
150M HUNDREDS
#1 largest In-Image Hundreds of the web’s top
advertising platform online publishers are partnered with
with monthly uniques of GumGum
150+M
Standard GumGum Increase in
728x90 Banner In-Image Ad Performance
Interaction Rate
0.08% 0.47% 580%
Engagement
(in seconds)
3s 28s 930%
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9. GUMGUM’S CUSTOMERS
PUBLISHERS ADVERTISERS
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10. IMAGE ANALYSIS
IMAGE
IMAGE CLUSTERING
RECOGNITION
IMAGE TAG
ANALYSIS
SEMANTIC
ANALYSIS META DATA
KEYWORDS
Chrysler, Challenger, Barracuda, Chrysler Barracuda, Dodge,
Plymouth, sports car, two door, muscle car, Chrysler 300
platform, Dodge Charger, sports coupe, model renamed, Valiant
platform, Motor Trend, rumors
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11. BRAND SAFETY
Strict publisher Proprietary image Third-party ad Manual network
acceptance criteria recognition verification technology image review process
technology
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12. TARGETING BEST PRACTICES
Targeting can be done on a
keyword or category basis.
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13. THANKS!
OPHIR TANZ
1207 4th St Suite 400A
Santa Monica, CA 90401
p 310 260 9666
ophir@gumgum.com
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14. COSMOPOLIS
ADVERTISER CASE STUDY: COSMOPOLIS
Melissa Davis, Manager Theatrical Marketing
Entertainment One Films
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15. COSMOPOLIS
To increase awareness among
moviegoers prior to the opening of
the new Robert Pattinson film,
Cosmopolis, Entertainment One and
its agency Media Storm selected
GumGum’s in-image advertising
platform.
•Movie fans 17-25, skewing slightly
male (hipsters, film students, Davi
Cronenberg fans)
•Art film fans, especially affluent/
college educated women (Don
DeLillo fans)
•Robert Pattinson fans
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16. CAMPAIGN DETAILS
GumGum developed the following
campaign to support the awareness
objectives for Cosmopolis:
•Targeting: GumGum Entertainment
Channel and related keywords
(Robert Pattinson, David
Cronenberg, Twilight, etc.)
•Creative: Custom animated units
created by GumGum, including a
video light box to display the trailer,
with links to the official site and
Facebook landing pages.
•Flight Dates: A week prior to the film
opening in New York and Los
Angeles.
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17. COSMOPOLIS PUBLISHERS
In-Image ads for Cosmopolis ran across
these publishers on GumGum’s
platform.
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18. CAMPAIGN RESULTS
•Click-through rate: 0.43%
•Video play rate: 78.39%
•Video completion rate:
49.88%
•Video click-through rate:
1.50%
•The highest performing sites
were those dedicated to
movies, including
themovieinsider.com,
moviefanatic.com,
movieweb.com and
zap2it.com.
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19. THANKS!
LOS ANGELES NEW YORK
257 Park Ave. S Suite
1207 4th St Suite 400A
500
Santa Monica, CA 90401 New York, NY 10003
p 310 260 9666 p 646 937 5786
Ophir Tanz, CEO: ophir@gumgum.com
Rob Elder, SVP Sales: rob@gumgum.com
Greg Pritchard, VP Pub Dev: greg@gumgum.com
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