Tony Winders, SVP of premium in-image advertising platform GumGum (www.gumgum.com), and Bob Tacy, SVP of Digital Media at Doner, will be presenting findings from a recent case study based on their in-image advertising campaign for Oil-Dri Corporation of America’s Cat’s Pride® Fresh & Light® Cat Litter during ad:tech’s ”Native Ads, Images and New Must-Haves in the Media Plan” panel. The presentation will take place on Tuesday, April 9 from 2:15pm – 3:15pm in San Francisco.
Focusing on the performance and benefits of emerging ad units like native ads and images, additional panelists include Dave Martin, SVP of Media for Ignited; Julie Jensen, Sr. Group Manager of Media for The Clorox Co.; Gyro Executive Creative Director Steffan Postaer; and Sharethrough Co-Founder and CEO Dan Greenberg.
Doner partnered with GumGum to help get Oil-Dri Corporation of America’s Cat’s Pride® Fresh & Light® brand of cat litter directly in front of cat enthusiasts in the highly-crowded digital advertising space. GumGum uses image-recognition technology to understand the contents of a photo at a keyword level and then serve relevant ads on top of the image to help advertisers connect with consumers while they are actively engaged.
“GumGum’s technology was able to recognize images of cats in contextually relevant environments, thereby delivering ads on a scalable platform with brand-safe placements on premium publisher sites, including PetsLady.com, Animal-World.com, New York Daily News and Boston.com,” said Tacy. ”GumGum’s creative, animated ad units drew attention from the right audience, and the above-the-fold placement ensured viewability.”
The campaign was one of GumGum’s most successful ever, with an overall CTR of 1.18 percent. Upon interacting with the creative, consumers were taken to a video light box overlay that achieved a 90 percent video play rate and 50 percent completion rate, as well as a 4.22% click-through rate (CTR) to the official Cat’s Pride® web site. The success led Doner to renew the campaign with more than double the investment for its spring 2013 campaign.
“We are incredibly pleased with the results of our campaign for Cat’s Pride®,” said Winders. “In-image advertising continues to be an innovative solution for advertisers looking to use display advertising to move the needle on engagement and brand metrics. Technologies and platforms like GumGum’s are emerging to help marketers capitalize on images as scalable, brand-safe channels for high-impact engagement, content distribution and social sharing.”
To view the complete Cat’s Pride® case study, click here. For a look at other GumGum case studies, visit www.demo.gumgum.com.