McDonald's X GumGum: The Special Ad Sauce!
this way
Sources: Google & Moat
WHat's on the MENU
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Our Valued Partnership
Our Unique Differentiators
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OMD CHICAGO
OUR PARTNERSHIP
MOASC
Unmatched Brand Safety
Verity™
DAN Media Trial
Engaged Audience
Importance of Cross
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OUR VALUED PARTNERSHIP
30
# of campaigns
42
# of creatives
1.4MM
Creative AV Impression Total
41 MM
Total Impressions
A CONSISTENT PARTNER FOR MCDONALD'S REGIONAL BUSINESS
MCDONALDS OMD CHICAGO
Timing: Q1-Q4 2020 KPI(s): Awareness, Reach Unit(s): GumGum Standard Channel: Programmatic DSP: DV360
Creative Gallery
Viewability
1.6x higher than the industry benchmark of 55%
85.79%
HOW WE STAND OUT
The GumGum value proposition harnesses the power of three, which sets us apart.
GumGum’s Unique Differentiators
Verity powers our contextual targeting solution. Our differentiating technology analyzes text and images to determine the utmost in contextual relevance and brand safety.
The Value of Contextual Advertising
A SOPHISTICATED CONTEXTUAL SOLUTION
Unlike other solutions, our solutions run cross device, ensuring your ads reach the right user, at the right time, in the right environment.
Beautiful Ads
CUSTOM CROSS-PLATFORM CREATIVE FORMATS
Ads run where the user’s eyes are most focused, in-image and in-screen, consistently surpassing standard industry benchmarks.
Unique Placements
COMBATS BANNER BLINDNESS
• Eating Well
Premium Publisher
Keyword • Burger • Bacon • Cheese
Image Detection
• Wendy’s • Burger • Beef patty • Mustard
Keyword Analysis
OUR TECH
GumGum’s proprietary artificial intelligence, including natural language processing and machine learning, understand a page’s content and images 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
How it Works
The Value of Contextual Targeting
DAN MEdia Trial
In a recent Dentsu Aegis Network study, Verity demonstrated its overall effectiveness of contextual intelligence targeting over three of the top contextual vendors.
GumGum’s Verity Contextual Intelligence is more effective and accurate than competitors
Evaluate cost efficiency of Contextual Intelligence targeting vs behavioral targeting. Compare the accuracy of Contextual Intelligence vendors in placing ads within relevant content.
Study Objectives
We partnered with Dentsu Aegis Network to test our hypotheses using live campaigns. Each of these campaigns ran in May 2020, leveraged behavioral targeting and four different contextual vendors.
Methodology
Cost Efficiency: Nielsen Digital Ad Ratings Reporting, Xandr, GumGum, MOAT Content Relevance: Appen, a third party vendor that specializes in data annotation/labeling services.
Measurement
More accurate than other contextual vendors
1.7x
Reduction in cost per click compared to behavioral targeting
48%
Lower cost per viewable impression than behaviorally targeting ads
41%
Key Findings
42%
71%
47%
27%
25%
Contextual
GumGum Vertity™
A Contexual Vendor
B Contexual Vendor
C Contexual Vendor
UNMATCHED BRAND SAFETY
Identifies and scores brand safety threats according to GumGum’s Threat classification taxonomy and complies with The 4A’s Advertising Assurance Brand Safety Framework.
Unmatched Brand Safety Analysis
Violence
Illegal
Drugs
Sexual
Obscene
Hate
Our Brand Safety
Threat Categories
Partner Accreditations
Brand Suitable
Ad Blocked
Ads Blocked
CROSS-SCREEN ADVERTISING
With consumers spending so much time at home, digital traffic has increased across the board with major upticks in desktop, emphasizing the importance of cross-screen advertising.
The Importance of Cross-Screen Advertising in 2020
Increase in Desktop usage between March (43.5%) and June (49.2%) GlobalStats
13%
Of adults are spending more time on desktop since Coronavirus pandemic eMarketer
43%
Increase in Global PC shipments in throughout Q2 IDC
11.2%
Running cross-platform allows you to extend reach and expands the opportunity to connect with consumers wherever they may be
Deliver where your campaign performs
We can optimize fluidly between the two platforms to generate the best possible performance
GumGum’s inventory is seeing significant increases in traffic across both desktop and mobile, with desktop traffic nearly 3x higher than before the pandemic
Note: Analysis reflects impression growth across GumGum network comparing the month of May with our traffic pre-COVID on 3.15.2020
+2.8x
+2.6x
AUDIENCE
Desserts & Baking Cooking Recipes Healthy Eating Cocktails & Alcoholic Drinks
Food & Beverage
When looking at users on our platform who frequently spend at quick serve restaurants (2x or more that the average person visits a QSR restaurant) GumGum finds trends across content categories that allow us to heavy up regional McDonald’s messaging in environments where your audience consumes content.
Ensure Reach Across an Engaged Audience
Football Basketball
Sports
Video Games
Tech & Computing
Celebrity/Fan Gossip Movies Television Comics & Animation
Entertainment
Toys Board & Card Games
Hobbies & Interests
Landscaping Do It Yourself
Home & Garden
Content Categories Frequented Across the GumGum Platform
YOUR TEAM AT GUMGUM
YOUR GUMGUM TEAM
Sales Director, MW cdipasquale@gumgum.com
CATHERINE DIPASQUALE
Account Director sparker@gumgum.com
SHELBY PARKER
Client Solutions Manager mtomkinson@gumgum.com
MICAHEL TOMKINSON
Programmatic Solutions Manager sschuman@gumgum.com
SARAH SCHUMAN
Marketing Strategist kelcie@gumgum.com
KELCIE HARTRICH
Thank you!!!
THANK YOU!
