Our Valued Partnership
Understanding Verity™
Verity for Brand Safety
2021 Partnership Highlight
2021 Creative Gallery
We Reach Your Audiences
2022 Thought-starters
TABLE OF CONTENTS
Exclusive New Creative
Your Dedicated Team
+513M
TOTAL INVESTMENT
6
# of campaigns
+71M
# of Brands Supported
5
Total Impressions
OUR VALUED PARTNERSHIP
02
+$250K
11
+22M
OVERVIEW
1H 2021 & 2H 2021 OVERVIEW
1H 2021
2H 2021
GumGum’s proprietary artificial intelligence, Verity™, uses natural language processing and machine learning to understand images, text, and video on a webpage with the primary purpose of providing relevant, brand-safe and effective advertising.
Contextual Intelligence Powered by Verity™
GumGum's Verity™ can determine granular content related to your brand, competitors, holidays, events, music, sports entertainment and more across GumGum's premium platform.
Full Page Analysis
Image Classification
Major Event Classification
Brand Safety
Keyword Detection
IAB Tier 1 & 2 Categorization
4A's Safety Framework
Sentiment Analysis
The Value of Contextual Targeting
How it Works
• Ice Cream • Best • Standout • Sweet treat • Recipes • Ingredients • Cakes
Natural Language Processing
Food & Wine
Premium Publisher
• Ice Cream • Scoop
Image Recognition
GumGum Is the first independent ad tech provider to earn MRC Content-Level Accreditation that analyzes video, audio, imagery, and text to ensure true contextual relevance and brand safety on any screen.
Full-Page Analysis
Reach your desired audience without relying on personal data or cookies.
Future-proof your targeting
Avoid unsafe content, without constraining campaign reach or performance.
Achieve brand safety and suitability
Hone in on page-level content that will amplify your brand message.
Align with the most relevant content
Enhanced Performance
Human-like Understanding with Verity™
Using computer vision and natural language processing
Keword Identified
• Potato Chips • Homestyle • Food processor • Olive oil
Content Categories Indentified
• Recipes • Cooking • Dining • Sales & Promotions
Basic Page Analysis
Page Safety & Sentiment Determined
Safe overall None of the 9 threat categories detected Positive Tone
03
GumGum blocks ads from serving on any negative related and negative sentiment content. Buying with GumGum means tapping into White Ops, for invalid traffic detection, and GumGum’s proprietary technology, Verity™, which ensures impressions are brand safe by analyzing the text and images on every page.
Setting the Standard for Brand Safety
Unlock safe inventory across verticals
Reach consumers on the most highly relevant and safe inventory that keyword-only solutions would unnecessarily eliminate
Ensure that you don’t miss out on better-performing inventory
Benefits of page-level brand safety
04
Data shown represents 2019- to date; our larger historical partnership encapsulates $2.8MM in overall spend across the U.S.
Negative Content
Positive Content
GumGum will not run on this content.
GumGum will run on this content.
During the 2021 Halloween season, Verity accurately deemed ‘safe’ 88% of pages containing a candy-related keywords in the GumGum publisher network.
Determines overall page safety
Identifies and scores 9 threat categories: Disaster, Drugs, Hate, Illegal, Illness, Sexual, Malware, Obscene, Violence
Characterizes sentiment: Proportion of positive, neutral, negative tone on the page
How Verity’s™ brand safety works
HERSHEY's + GUMGUM 2021 PARTNERSHIP
Ad Blocked
Viewability
1.6x higher than the industry average of 56.2%
81.36%
~3.7x higher than the industry benchmark of ~0.12%
CTR
0.40%
OUR PARTNERSHIP
05
Hershey’s + GumGum 2020 partnership drove success & efficiencies throughout the 2021 year.
CUSTOM CREATIVE GALLERY
06
Creative Gallery
Hershey's Kit Kat Halloween 2020
Hershey's Kisses Seasons 2020
Hershey’s Syrup Ice Cream 2020
Hershey's Kisses Sugar Cookie 2020
Hershey’s Syrup Pancakes 2020
Hershey’s Syrup Milk 2020
Hershey’s Easter In-Screen 2020
Hershey’s Easter In-Screen Frame 2020
Hershey's Valentine's Day 2020
Hershey's Cookies and Cream 2020
Hershey's Kit Kat Core 2020
Hershey's Milk with Almonds 2020
Hershey's PayDay 2020
HERSHEY's + GumGum 2021 CREATIVE GALLERY
GUMGUM: HERSHEY’S TURNKEY PARTNER
07
Drive Efficiencies and ROI with GumGum
GumGum Standard Advantages
GG Standard
Lowered GG Standard and GG Display floors by 15% to drive efficiencies
Premium placement on the page within our In-Image and In-Screen slots, drives 2-3.5x higher than IAB standard performance
Four Hershey’s brands leveraged GumGum Standard in 2020 to boost efficiencies and drive ROI
01
CONTINUE PARTNERSHIP SUCCESSES IN 2022
SUCCESS IN 2022
08
Leverage VerityTM for tentpole and always on campaigns.
Continue...
Drive efficiencies and performance with GumGum’s In-Screen and Standard units.
New!
2022 Partnership Rate Card.
SmartCommerce Click2Cart integration for a seamless online shopping experience.
JustPremium Skins.
Exclusive First Look: JustPremium Skins
Just Premium Skins
This skin comprises of three panels (top, middle and bottom) which allows a user to receive a creative story whilst they are consuming their content. The Mobile Skin is the right fit for advertisers looking to score in metrics such as Brand Impact, Awareness, Consideration, CTR and Engagement.
Desktop Functionality.
Mobile Functionality.
GumGum recently acquired JustPremium, one of the largest rich media and video marketplaces in Europe! (to explore please click on the gray icons on the left)
Hershey’s will own the screen with a high share-of-voice allowing for multiple visuals, features, and CTAs within one creative. Desktop skin creative solutions use a combination of panels to support some of the highest metrics in Viewability, In-View Time and CTR.
.80%+
Click-Through-Rate
80%+
Desktop Skin:
Initial View
Change the Foil Feature
Easter Kiss
Entry animations
When user mouse over side panels, Kisses animate.
Users must click on each kiss to reveal it from behind the grass.
All elements animate in to catch users' attention. Clouds on the background start moving sideways.
1
2
3
Call to Action
Revealed Easter Kisses
The Call button has a prominent presence in the side panel, encouraging a strong CTR.
Showing the revealed state of the Easter kisses.
On click, the kiss foil covering will change it clour.
Scroll Down State
Logo is repositioned to left panel on scroll.
Entry Animations
All elements animate in to catch users' attention.
Mobile Skin:
First Panel
Second Panel
Products animation
The CTA button has a prominent presence in all the panels, encouraging a strong CTR.
Kisses move slightly to retain user's attention.
All elements animate in tho catch users' attention.
Average performance on mobile and desktop
See our Skins unit!
Reach Shoppers with GumGum’s Contextual Intelligence
Reach Shoppers contextually
09
Since Verity™ understands content at the page-level (rather than just the site-level), GumGum can identify many more safe, relevant places to serve a Hershey’s message within relevant content. As a real-time example, when we leverage Verity™ to identify top content related to ’Holiday Baking’, we uncover 2-5x more scale than if your strategy only consisted of Food & Drink only sites or keyword-only solutions. To maximize scale and performance, Hershey’s could target one or more of the heavily-trafficked content categories across site verticals, paired with specific contextual, event or competitive targeting. Take advantage of Verity™ contextual targeting for Easter and Valentine’s Day campaigns!
To maximize scale and performance, Hershey’s could target one or more of the heavily-trafficked content categories across site verticals, paired with specific contextual, event or competitive targeting. Take advantage of Verity™ contextual targeting for Easter and Valentine’s Day campaigns!
Since Verity™ understands content at the page-level (rather than just the site-level), GumGum can identify many more safe, relevant places to serve a Hershey’s message within relevant content.
As a real-time example, when we leverage Verity™ to identify top content related to ’Holiday Baking’, we uncover 2-5x more scale than if your strategy only consisted of Food & Drink only sites or keyword-only solutions.
Food & Drinks Shopping Family & Relationships Television
Top Content Categories for ‘Holiday Baking’
Technology Home & Garden Hobbies & Interests Events & Attractions
1.8 M
We Reach Holiday Baking Enthusiasts
Unique visitors
8.1 M
Page views
233
Comp Index
Top sited detected by Verity™
SmartCommerce Click2Cart Integration
OUR INTEGRATIONS
10
GumGum Ad
Direct to Cart
Retail Cart
Benefits
Reporting
How it works
Best Practices
Opportunity to promote multiple products
Easier shopping experience
Increases conversion rates
Establishes brand on consumer’s digital shopping list
CTA’s: Lightweight that set the correct expectation such as “Click to save to cart” or “Click to toss in your cart”
Limit Bundles Sizes: Beyond 4 SKUs you’re closer to a point of diminishing returns
Bundling SKUs can help CTRs
Selection
Shopper's Choice
SmartCommerce can add up to 6 different products to a customer’s cart
From creative to cart in just one click!
It can also automatically detect stock in real time in order to automatically add in alternative products in case the featured one is Out-of-Stock
Substitutions
Carting Values
Products
Car Transfer
Traffic
OOS. etc.
With just 1 click, the consumer is directed to the retailer’s cart. SmartCommerce can cart a Single or Multi-SKU Products.
Recommended method
The New Shopper Choice UI gives the option to include branding, customized messaging and creative elements to existing shopping features such as retailer and product selections. The user gets directed to the shopping cart after selecting their preferred retailer.
YOUR DEDICATED TEAM
Britt Wallace VP, East Coast Sales britt@gumgum.com
Steph Ringo Strategic Account Manager stephanie@gumgum.com
Ariana Citron Sr. Marketing Strategy ariana@gumgum.com
Kally Lyons Client Solutions Manager kally@gumgum.com
Ian Barbo Sr. Manager, Programmatic ian@gumgum.com
Felix Gil Senior Interactive Designer felix@gumgum.com
Lauren Defranza Design Manager lauren@gumgum.com
Molly Goebel Murphy Account Director molly@gumgum.com
We look forward to your continued partnership!
