SANTA MONICA, Calif.--(BUSINESS WIRE)--GumGum, the image recognition partner of choice for marketers and publishers, today announced the results of a commissioned study conducted by Forrester Consulting that analyzes the companys Total Economic Impact (TEI) on one large US publisher. The publisher partnered with GumGum for in-image and in-screen advertising, two new revenue streams for the publisher, predicted to generate a 4x return on implementation costs in three years based on early results. At the same time, the publisher experienced no cannibalization of existing advertising revenue as the ad format represented only new revenue opportunities. In working with GumGums industry-leading technology the user experience of the publisher wasnt negatively impacted. To see highlights of the study, please view an interactive graphic here. To download the full study, The Total Economic Impact of GumGums In-Image And In-Screen Advertising Solutions, please visit here.
The TEI study on GumGum evaluated the benefits, costs, flexibility, and risks of its in-image and in-screen advertising solutions. For this study, Forrester interviewed key stakeholders from a large publisher that has over 30 premium, online properties and brought little pre-existing experience with in-image advertisements to its relationship with GumGum. The publisher sought a new digital advertising solution to increase revenue that did not disrupt existing revenue streams, required little technical support, and did not impinge on the reader experience.
For other publishers evaluating technologies to monetize images as advertising units, the study provides a framework to understand GumGums potential business impact; including the range of revenue that may be realized from a GumGum partnership.
Using GumGum, the publisher experienced many strategic and financial benefits:
Overall digital advertising sales increased 5% over three years In-image and in-screen advertising units were well-received by consumers and the editorial team; the publisher received no complaints The partnership with GumGum was flexible with a strong commitment from both sides Experienced a 2% increase in indirect advertising revenue sold by the GumGum sales team Expects a 3% increase in direct advertising revenue from the direct publisher sales team Benefited from higher viewability rates associated with GumGums in-image and in-screen ads, which in turn increased potential to command higher CPMs
Images are an online currency that were seeing publishers and brands seek to tap into with new and creative advertising formats. Its critical that any new ad format, in-image included, is leveraged with strong technology at its core. Were incredibly proud that our seven years of commitment in computer vision and image recognition capabilities, and unique in-image and in-screen advertising units are seen as the monetization strategy of choice for the worlds leading publishers, said Phil Schraeder, CFO and COO, GumGum. Weve long-known that the impact of in-image and in-screen advertising on publishers of any size is material, but we know that to have that impact analyzed and quantified by a third party such as Forrester, will encourage other leading publishers to adopt these new revenue streams with greater confidence and speed.
Next month, GumGum will be hosting a webinar, The Total Economic Impact of GumGums In-Image And In-Screen Advertising Solutions, in which the guest, Forrester Principal Consultant Liz Witherspoon, will present the study findings, highlight the financial impact examined in the study and discuss those with GumGums Director of Publisher Services Dan Fennell.
May 12, 2016 Time:
10:00am PST / 1:00pm EST Speakers:
Liz Witherspoon, Principal Consultant, Total Economic Impact Practice, Forrester Dan Fennell, Director of Publisher Services, GumGum Registration:
With more than two billion photos published and shared online each day, GumGum is the image recognition partner of choice for marketers and publishers seeking to tap into images to connect with consumers and increase revenue through the highly viewable and engaging content format. The computer vision company, which is backed by patented image recognition technology, understands each image - from editorial to UGC - and thoughtfully present brand messages within premium content at the right time, to the right user resulting in unprecedented performance. Founded in 2007, GumGum invented the in-image advertising category and continuously prioritizes high-quality inventory, brand safety, and user experience. Working with leading brands across CPG, beauty, automotive, entertainment, fashion, retail and more, GumGums scalable platform drives understanding and value from every image online.
Reaching over 400 million visitors across more than 2,000 premium publishers, GumGum consistently achieves an 81% viewability rate and deliver 10 times better engagement than traditional display options. GumGum is headquartered in Santa Monica, California, with seven additional offices in the US, in the UK and Australia. Pioneers in best-in-class image science, GumGum is backed by leading investors including Morgan Stanley, NEA, Upfront Ventures, First Round Capital and Crosscut Ventures. Learn more at: http://gumgum.com/