As consumers continue their march toward tablets and mobile devices, many publishers are looking beyond traditional display banners for monetization, exploring both native opportunities and emerging formats such as in-image and in-screen ads. To learn more about these new units, we spoke with Greg Pritchard, VP of Publisher Services at GumGum, a leading in-image ad platform and Quantcast Measure user.
What is GumGum?
GP: GumGum is a new kind of advertising platform, dedicated to creating consumer engagement inline with premium editorial content where it’s guaranteed to be seen without being disruptive to the user experience. We’re known best for creating the in-image advertising category in 2008, and have since introduced other non-standard, multi-screen display ad formats to increase revenue for publishers.
How did you get started?
GP: Our CEO and founder, Ophir Tanz, is a Carnegie Mellon graduate with a passion for how people consume content, especially images. He saw an opportunity to help publishers turn photos into ad inventory and to provide marketers with a new way to engage audiences by elegantly serving contextually relevant ads over images.
Who is your audience?
GP: We work with quality content publishers of all sizes and find the most demand from our advertisers in the automotive, entertainment, health, food, fashion and sports verticals. When we introduced In-Screen Ads last year, it opened new opportunities for GumGum publishers, not just those with editorial images and photo galleries. Collectively, our more than 1,000+ publisher partners help us reach 330 million global monthly uniques.
What are you measuring?
GP: Metrics drive our business and Quantcast Measure is one of the tools we use to understand the properties of our platform and to gain insight about individual publishers. We’ve set up custom measurement segments in Quantcast so we can understand audiences by content category. The ability to easily find the inventory that can deliver a high composition of a particular demographic results in better performance for our advertisers, and ultimately more revenue for our publishers.
Why did you choose Quantcast Measure?
GP: Quantcast Measure provides us with an inordinate amount of data and extensive insight into the partners we work with and the audiences they reach. Because the data isn’t panel-based, we think it effectively measures our growing mobile usage and further helps us to quantify and communicate the value of our audience to our partners in the US and internationally.
Any recent success you’d like to share?
GP: We’re very proud to be among the top three fastest growing ad platforms measured by Quantcast in the past year (based on monthly global uniques) and believe this reflects our dominant position as the leading in-image advertising platform. We’ve put a lot of effort into educating the industry about in-image, including a white paper we authored on the subject and invite your readers to download at http://gumgum.com/research.
Posted by Art Prateepvanich, Head of Publisher Product Marketing