17 June 2016 |
GumGum campaign for Cosmopolis demonstrates effectiveness of in-image ads
Los Angeles, CA – To help Entertainment One Films US and its agency, Media Storm, increase awareness among moviegoers prior to the opening of Cosmopolis, GumGum presented its in-image advertising solution, which resulted in online consumer engagement at more than six times the average click-through rate for standard banner ads.
In-image ads are contextually-targeted overlay units, dynamically sized to fit across the bottom of images within GumGum’s collection of premium publishers. First introduced by the Santa Monica-based advertising technology startup in early 2008, the new ad unit has been receiving attention lately both for its higher performance and increased adoption among publishers.
The Cosmopolis campaign is geo-targeted to cities where it will open in the coming weeks, with ads appearing over images on sites in GumGum’s entertainment category and via keyword targeting on images related to, and within pages about, director David Cronenberg and the film’s star, Robert Pattison.
Early results have been impressive. In the first few days of the campaign, ads served across 1.4 million impressions resulted in a .43% click-through rate, with 1.5% of video viewers clicking through to the film’s site. Video completion rates were 50%, with an average viewing time of more than five minutes per user.
“We are always looking for new ways to achieve higher engagement with our audiences in the most contextually relevant environments,” said Melissa Davis, manager of theatrical marketing at Entertainment One Films US. “The performance of our in-image campaign with GumGum helps the overall efficiency of our campaign, which results in higher awareness for the film on opening weekend.”
An example of the Cosmopolis in-image creative, and other GumGum film and television campaigns, can be viewed at http://demo.gumgum.com.