GumGum, a contextual-first, global digital advertising platform, today 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.
“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 tremendous success. 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.
In-Video is GumGum’s newest and most innovative ad unit that provides a way for advertisers to seamlessly 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.
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This new initiative is an integral part of GumGum’s commitment to social impact as part of its global social impact pillars. The company 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 is able to drive awareness and support for advocacy organisations by leveraging their In-Video Connected TV (CTV) ad unit.
If you are an advocacy organisation interested in potential pro-bono CTV campaign opportunities, please reach out to gumgumgives@gumgum.com.
GumGum is a contextual-first, global digital advertising platform that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please visit www.gumgum.com.
The Trevor Project is the leading organization working to end LGBTQ youth suicide in the U.S. and beyond. The nonprofit operates several programs to help prevent and respond to the public health crisis of LGBTQ youth suicide, including 24/7 free crisis services, research, advocacy, education, and peer support.
The non-profit WildAid is one of the world’s leading environmental communicators. We got our start creating ad campaigns to reduce the demand for wild animal products like elephant tusks and shark fins. Now that the number one threat to wildlife and humans is environmental destruction, our focus now includes an emphasis on encouraging people to live more sustainably and tread more lightly on our planet.
For over a decade, digitalundivided has increased visibility and access for Latina and Black women founders. We began with groundbreaking research and have since expanded to founder-centric training programs, strategic partnerships and a vibrant founder community. digitalundivided not only champions an equitable entrepreneurial landscape, we provide women of colour at various stages of running a business the space to improvise and innovate. When you empower women of colour, you transform entrepreneurship.
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