GumGum, a contextual-first, global digital advertising platform, has shared its pro-bono CTV In-Video campaign results with The Trevor Project, the leading suicide prevention and crisis intervention organisation for LGBTQIA+ youth.
The campaign is part of a new initiative by GumGum called GumGum Gives, which falls under the company’s commitment to social impact as part of its recently announced global social impact pillars.
The campaign, which uses GumGum’s In-Video CTV ad unit powered by its patented server-side ad insertion (SSAI) technology, significantly increased ad recall, with shifts across all audiences, most notably amongst the 18-34 age group.
The Trevor Project provides lifesaving resources and support for LGBTQIA+ youth and is an advocacy program that is dear to our hearts at GumGum. We are seeing tremendous success with brands using our new in-video ad units to capture consumer attention. The ad appears directly in the content they came to consume, therefore not triggering a commercial break check-out but attention and acknowledgment of the ad.Phil Schraeder, GumGum CEO
The brand lift study conducted by On Device Research (ODR) demonstrated impact and surpassed ODR benchmarks set for charity-based campaigns. The brand lift study showed:
- +21% lift in ad recall; +31% amongst the 18-34 age group.
- +20% lift in prompted awareness; +30% amongst the 18-34 age group.
- +17% lift in likelihood to recommend; +23% amongst the 18-34 group.
- 2 in 3 viewers had a positive response to the creative (+8 pts above non-profit campaign. benchmarks) where the ad particularly resonated among those who felt that more should be done to support the LGBTQ community (83%).
- Amongst those who felt more should be done to support the LGBTQ community, 1 in 2 felt curious to learn more.
- 3 in 4 took or intended to take some form of action after exposure to the ad (+16 pts above non-profit campaign benchmarks).
Featured image: GumGum x The TrevorProject