GumGum launches new initiative

GumGum, a contextual-first, global digital advertising platform, has announced a new initiative through GumGum Gives, the company’s program that harnesses the power of its platforms and people to create positive social impact. The initiative’s goal is to help advocacy organisations capture people’s attention and drive awareness of CTV inventory through its new, innovative in-video ad unit. The first advocacy groups to utilise the offering are The Trevor Project, WildAid, and digitalundivided, says the company.

“The CTV audience is huge and continues to grow, and we are excited to work with advocacy organisations 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 organisations meet audiences in the right moment as they watch streaming TV,” said GumGum’s chief technology officer, Ken Weiner.

All three organisations currently have campaigns running across GumGum inventory through the end of the year and are seeing success, continued the company. GumGum says one organisation in particular received over a 20% point lift in ad recall and organisational awareness for a portion of the campaign’s flight time according to a third-party brand lift study.

GumGum says In-Video is its newest and most innovative ad unit that provides a way for advertisers to connect with consumers without disrupting the viewing experience. Publishers who enable In-Video are able to increase monetisation opportunities by unlocking more content for advertisers to monetise against. The overlay ad can be used by all CTV publishers and across video-on-demand (VOD) and free, ad-supported TV (FAST).

“The Environment Excuse is WildAid’s first US consumer decarbonisation campaign and we are grateful to GumGum for being a first mover in providing pro bono CTV media to scale the campaign. We are seeing increased quality traffic to theenvirornmentexcuse.org and our repeat site traffic continues to grow,” stated Stephanie Hill, media strategy consultant at WildAid.

“As the number of women of colour 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 colour founders at all stages of their entrepreneurial journey,” stated Brittany S. Hale, interim CEO & COO of digitalundivided.

This new initiative is an integral part of GumGum's commitment to social impact as part of its global social impact pillars. The company says it is committed to building a more equitable and diverse tech industry and playing its role in positive community and social impact. Through this initiative, GumGum says it is able to drive awareness and support for advocacy organisations by leveraging their In-Video Connected TV (CTV) ad unit.