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GumGum

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"AI-driven advertising without relying on cookies."

Case Study
Frequently Asked Questions
This company offers smart advertising solutions powered by artificial intelligence, focusing on context rather than personal data. Their tools enhance ad relevance by analyzing the environment in which the ad is seen. This approach helps brands connect effectively with audiences across digital platforms, all while ensuring privacy and thoughtful targeting without utilizing any tracking cookies.
GumGum Stated Claims
These are public claims Blurbs AI believes to have been made by GumGum.
Advanced contextual intelligence
GumGum claims that their contextual intelligence platform provides superior ad relevance and performance by analyzing the content in real-time.
Attention metrics optimization
GumGum claims their Attention metrics can maximize ad relevance and performance by optimizing campaigns based on user attention signals.
Innovative ad creatives
GumGum claims their full product suite and contextual offerings provide dynamic and captivating ad creatives that drive better outcomes.
DYNAMIC CREATIVE OPTIMIZATION
BlurbSTAR Case Study
GumGum & Martini
GumGum's AI campaign boosted Martini's brand perception significantly.
73%
Recalled the Brand Unaided
60%+
Intend to Purchase Martini Beverages
This profile remains unclaimed. Blurbs can only offer a partial, unverified case study.
1.
Situation
Facing Modern Aperitivo Trend Challenges
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Martini struggled with an outdated brand image.
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Competitors like Aperol were gaining traction.
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The 'Dare to Be' campaign aimed for modern appeal.
Martini, a storied Italian vermouth brand, grappled with the challenge of maintaining relevance in the increasingly modern aperitivo landscape dominated by contemporary competitors like Aperol. Traditionally perceived as an old-fashioned choice, Martini recognized the need to revamp its brand perception to appeal to the modern consumer. As part of this initiative, the company launched the 'Dare to Be' campaign. This strategic effort aimed to reposition Martini as a vibrant and sophisticated choice for today's aperitivo culture, with the double objective of refreshing its image and reaffirming its status as a leader in the evolving market.
2.
Task
Align Brand with Contextual Relevance
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Utilize AI-driven contextual analysis for precise targeting.
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Align Martini ads with lifestyle and related content.
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Enhance Martini's market perception and reach.
GumGum was tasked to elevate Martini's brand awareness and influence through strategic advertising, which hinged on contextual relevance and cutting-edge media strategies. Utilizing its advanced Contextual AI, GumGum set out to leverage its capability to analyze content across multiple digital environments, including CTV, desktop, and mobile, to align Martini’s 'Dare to Be' campaign with contextually appropriate content. This meant integrating Martini's advertising within content about cocktails, travel, entertainment, lifestyle, and the summer season. The campaign aimed not only to ensure the ads reached the right audiences but also resonated deeply, enhancing brand perception and intent to purchase.
3.
Action
Deploying Contextual AI for Effective Targeting
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Implemented Contextual AI to precision-focus advertising.
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Utilized real-time analysis for impactful placements.
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Increased ad relevance via audience insights.
GumGum implemented its Contextual AI to streamline audience targeting and ad placement, ensuring Martini's messaging appeared within suitable content tailored to the right audiences. This involved using real-time content analysis to place ads contextually within themes like summer lifestyle, cocktails, and more. Additionally, GumGum's Attention platform assessed audience engagement by predicting attention time using real human eye-tracking data to optimize creative impact. By constantly refining visual and contextual cues based on these insights, GumGum enhanced ad engagement, ensured prolonged attention, and increased interaction with Martini's creative content throughout the duration of the campaign.
4.
Result
Strong Boosts in Brand Awareness
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Brand awareness and purchase intent saw notable increases.
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Contextual alignment led to strategic audience engagement.
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Brand perception was markedly modernized and solidified.
The partnership culminated in a successful campaign that greatly elevated Martini's brand awareness and bolstered purchase intent. Key metrics indicated substantial lifts in brand recognition and perception among target audiences, bolstered further by measurable an increase in attention and engagement with Martini's ads. The campaign's use of AI for contextual alignment, confirmed through a Lumen brand lift study, effectively resonated with Martini's target audience. This not only modernized the brand perception but also solidified Martini's positioning within the contemporary aperitivo culture, ensuring a competitive edge against newer market entrants.
Keywords
GUMGUM AI
MARTINI CAMPAIGN
CONTEXTUAL ADVERTISING
BRAND AWARENESS
PURCHASE INTENT
CONTEXTUAL AI
ATTENTION PLATFORM
APERITIVO CULTURE
BRAND MODERNIZING
CONSUMER ENGAGEMENT
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