GumGum Announces Playground xyz’s Media Portfolio Integration
GumGum, a global digital advertising platform, has announced the integration of Playground xyz’s media portfolio into its Asia-Pacific (APAC) business, resulting in a powerful suite of AI-powered advanced contextual ad solutions that will help advertisers tap into audience mindsets and achieve standout attention rates.
GumGum integrates Playground xyz’s media portfolio in its APAC business
Playground xyz is an attention-based advertising platform with a variety of innovative ad formats that GumGum acquired in 2021. GumGum’s array of advertising solutions now fully integrates Playground xyz’s media arm for the APAC market, along with Hang Time, Super Skin, and Hoverboard.
GumGum will be adopted by Playground xyz’s APAC media business in order to promote global alignment and unification. The Attention Intelligence Platform (AIP) from Playground xyz will persist as a stand-alone data solution, providing worldwide attention measurement for GumGum’s media division as well as the industry at large, encompassing Display, YouTube, Facebook, Instagram, TikTok, OLV, and other platforms.
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Playground xyz’s AIP
Using eye-tracking technology, AIP’s exclusive metric, Attention Time, measures how long a person spends staring at an advertisement in a single second. According to a 2019 Kantar study, Attention Time outperforms standard view-ability metrics by 7.5 times when it comes to boosting brand awareness and 5.9 times when it comes to boosting recall.
This integration of GumGum’s media businesses in the Asia-Pacific region completes the Mindset Platform rollout, which was first introduced in late 2023 in North America and Europe. In late 2023, the Mindset Platform made its debut in North America and Europe. Verity, GumGum’s sophisticated contextual intelligence platform, and AIP, the media products of GumGum, are combined to form the Mindset Platform. Creative, context, and attention work together to close the gap between consumers and brands. This enables advertisers to target audiences with the ideal mindset so that their ads get more attention, produce better results, and increase return on investment.
Here’s what they said
GumGum Head of Media, APAC, Sorrel Osborne, said:
“In an increasingly crowded and distracted digital ecosystem, the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands. The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”
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GumGum Unveils Social Empowerment Initiative with In-Video Ads
GumGum, a contextually relevant, international digital advertising platform, unveiled a new project through GumGum Gives. It is an initiative that uses audiences’ and participants’ strengths to improve social interactions. Its objective is to assist advocacy groups in getting people to pay attention to and become aware of them through the GumGum non-interruptive In-Video linked TV ad format. The Trevor Project, a non-profit dedicated to preventing LGBTQIA+ adolescent suicide, WildAid, and Digitalundivided, an organization that supports Latina and Black women entrepreneurs, are the first organizations to collaborate with GumGum.
GumGum Gives
As one of its broad social impact pillars, this fresh effort is a crucial component of GumGum’s dedication to social impact. The business is dedicated to fostering a more inclusive and diverse tech sector. It contributes to the community’s and society’s positive effects. By utilizing their In-Video connected TV ad unit, GumGum promotes awareness of and advocates for advocacy organizations through this project.
The newest and most cutting-edge advertising format offered by GumGum, In-Video, enables brands to interact with viewers in real time without interfering with their viewing experience. Publishers who permit In-Video advertising have additional options to profit by providing extra material for advertisers to use. For both free, ad-supported TV (FAST) and video on demand (VOD), all CTV publishers utilize overlay advertising.
Premier Partnering Organizations
Until the end of the year, campaigns for The Trevor Project, WildAid, and digitalundivided are all running across GumGum’s inventory. Additionally, they have had great success. For a period of the campaign’s flight duration, one of the organizations in particular received over 20%-point life in organizational awareness and ad recall.
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Here’s what they said
GumGum’s Chief Technology Officer, Ken Weiner said,
The CTV audience is huge and continues to grow, and we are excited to work with advocacy organizations like The Trevor Project, WildAid, and digitalundivided to leverage our In-Video ad unit to help them amplify attention and grow awareness. The biggest benefit of In-Video is that it’s an extremely cost-effective and low-lift way to help these organizations meet audiences in the right moment as they watch streaming TV.
Abie Peacock (she/her), Senior Director of Integrated Marketing for The Trevor Project commented,
We are grateful for the partnership of GumGum in helping us reach new audiences to raise awareness of The Trevor Project’s critical life-saving work. At a moment where anti-LGBTQ legislation and rhetoric is at an all-time high, and LGBTQ young people need our support more than ever, it is inspiring that through the power of this partnership, so many target audience members have been moved to take action in support of Trevor’s life-saving mission.
Brittany S. Hale, Interim CEO & COO of digitalundivided stated,
As the number of women of color entrepreneurs continues to grow, we understand the value of meeting them where they are and cultivating a supportive ecosystem of partners that share an aligned vision to advance equity in the innovation space. We’re grateful to be a part of this initiative and to have resources like GumGum to help further build awareness around the work we do to champion equity and opportunity for women of color founders at all stages of their entrepreneurial journey.
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