GumGum + Travel Blind Case Study

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START

Sky-high STANDARDS at GumGum

GumGum’s goals were to generate awareness and consideration of people who were dreaming about—or planning—their next getaways. Our contextually relevant standard ads reached travel enthusiasts across multiple devices and platforms.

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A worldwide 5-star hotel chain leveraged GumGum's computer vision technology and standard ad placements to run their creative campaign. And the results were truly 5-star! Using our proprietary targeting capabilities, we reached the travelers who were in the process of planning a trip. We focused on placing the luxury hotel chain’s content across premium travel, lifestyle and health websites. For each placement, we used the GumGum ad format that was most relevant to the target site’s content.

Introduction

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Tactics

GumGum's computer vision technology and standard ad placements helped align the 5-star hotel chain’s message with content and images relevant to travel enthusiasts. Our behavioral targeting used 1st and 3rd party data, targeting users across travel, lifestyle, food and drinks and entertainment sites within GumGum’s platform of over 200 premium publishers. GumGum’s value is multifold. Every piece of data collected teaches our tech to target relevant content smarter and faster. Our ads show up at the right time of day, just as wanderlust is kicking in with afternoon armchair travelers.

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Performance

By driving outstanding performance across travel enthusiasts, GumGum's standard ads proved to be anything but standard.

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6x higher than the industry benchmark of .12%

CTR 0.78%

Desktop: 0.34% Mobile: 0.88% Tablet: 1.58%

CTRs Device Type

Maximizers: 0.54% Optimists: 0.52%

CTRs by Audience

1.7x higher than the industry benchmark of 54.5%

Viewability: 92.19%

Over 3.5x higher than the industry benchmark of 3.6%

Universal Interaction Rate (Desktop engagement): 13.15%

* Source: Nielsen, Millward Brown, Moat and Tobii Pro.

Our Products

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GumGum standard ads are highly visible to viewers in relevant places, and are more likely to be seen than any IAB ad. Studies show that 80% of viewers recall a GumGum ad placement versus 47% of viewers who recalled an IAB ad.

* Source: Nielsen, Millward Brown, Moat and Tobii Pro.

Our Audience

Insights gathered by GumGum enabled the 5-star hotel chain’s ads to appear in the right place at exactly the right time—and to the very travelers who were booking and planning trips. Our proprietary data sorted through the deluge of media to land the brand in standard ad placements, all while maintaining the brand safety protections we’re so committed to. The proof is in the numbers:

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* Source: Nielsen, Millward Brown, Moat and Tobii Pro.

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