DLX Blind Case Study-Sales and ROA Version

gumgum.com

GumGum’s Computer Vision technology drives sales, lift and ROAS for a major CPG brand.

Learn how GumGum increased Sales and ROAS for a major CPG brand by applying Computer Vision powered sentiment detection to images on premium sites.

gumgum.com

IN-IMAGE FRAME UNIT

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A CPG company sought to increase product sales by building brand awareness through an innovative, attention-grabbing ad campaign based on positive human emotions. We utilized our proprietary computer vision technology to detect positive sentiments within images across our premium publishers sites. Then, we served our highly engaging GumGum In-Screen and In-Image Frame ad units across relevant uplifting content and images to contextually align the brand’s messaging with the content on the page. This enabled us to generate awareness and drive users down the purchase funnel, delivering a massive overall increase in sales and ROAS. The campaign demonstrated the true power of GumGum’s proprietary Computer Vision technology, high impact ad units and contextual targeting capabilities. We generated a 2:1 ROAS, drove over $322K in Sales over a 2 month period and saw a 1.06% lift in $ per HH -- three times higher than the CPG benchmark.

OUR SOLUTION

THE ASK

THE RESULTS

INTRODUCTION

PREMIUM PUBLISHER

HIGHLY ENGAGING ADS

RELEVANT CONTENT & IMAGERY TO GENERATE BRAND AWARENESS

gumgum.com

"This tactic was coupled with keywords that contained specific positive emotions"

Our proprietary computer vision and targeting technologies were able to identify positive emotions on faces found within images across our platform’s sites. This tactic was coupled with keywords specific to the brand campaign to detect uplifting content, which enabled the CPG brand to align relevant campaign messaging. GumGum layered in our first- and third-party data to reach the desired target segments, which included open-minded and progressive millennials in the online locations they were likely to visit: Entertainment, Lifestyle and Tech content. By delivering our high-performing ad units to desired locations in precisely relevant contexts, we successfully engaged the key target audience segments. The result was a marked increase in sales, lift in HH spend, ROAS and an increase in brand awareness.

STRATEGY

METHODOLOGY

The DLX ROI measurement consists of matching online campaign exposures to offline purchase transactions at a variety of retailers. Following that, robust test and control modelling ensures an accurate determination of the sales lift.

gumgum.com

COMPUTER VISION

Our computer vision used a three-pronged targeting strategy to detect emotional, contextual and keyword detection. Sentiment Detection: GumGum’s computer vision correctly identifies the desired emotion (happy, excited, surprised, etc.) by recognizing facial expressions like smiles and frows.

DETECTIONS

ANALYSIS

FACES STYLES ROYALTY

ROYAL HEARTS FAVORITE BRANDS

EXCITED HAPPY CONTENT POSITIVE

CONTEXTUAL

SENTIMENT

KEYWORD

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ASSESSMENT

CAMPAIGN RESULTS

$322K

ROAS

SALES

2:1

.88%

LIFT IN % PER HH BUYING

4x Higher than CPG Benchmark in % of HH's building the product

LIFT IN $ PER HH

3x Higher than CPG Benchmark of .3%

1.06%

UNITS

IN-SCREEN

IN-IMAGE FRAME

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NOW WITH MORE OPTIONS

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NOW WITH MORE OPTIONS

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Santa Monica • New York • Chicago • Detroit • San Francisco • Atlanta • Dallas • Miami • Washington D.C. • Boston • London • Sydney • Melbourne • Toronto • Tokyo • Minneapolis • Paris • Milano • Brussels • Madrid

GET IN TOUCH. WE CAN HELP YOU REACH YOUR GOALS.

gumgum.com

SHOW A SPORTS DRINK WITH MAP ROUTES GOING TO DIFFERENT AREAS IN THE NEW GUMGUM BRANDING ILLUSTRATION STYLE, SHOW ICONS OF DEVICES WITH ADS AT THE END OF EACH ROUTE OR DIFFERENT FLAGS SEE SITE FOR INSPIRATION https://stepmap.jp/?utm_source=gumgum&utm_medium=in-image-bnr&utm_campaign=stepmap-1004&utm_content=walk