GumGum releases survey results
Video advertising spend will account for 86% of new display dollars over the next three years, according to an eMarketer forecast. However, GumGum says a significant disconnect remains between how ads are delivered and what truly resonates with consumers.
GumGum has released survey results from 3,093 consumers across the United States, United Kingdom, and Canada aged 18+, between January 30, 2025 - February 4, 2025 to further understand consumer behaviors and preferences with video ads. The research was conducted by Cint.
According to GumGum, key findings include:
- Preference for Contextual Relevance: Nearly all (94%) consumers prefer contextually-relevant ads over those based on browsing history.
- Aligned Interest Wins: 42% find ads related to their current interests (contextual) are the most valuable type of advertising.
- Support for Privacy: Over one-third feel privacy is the most important factor of advertising experiences, while approximately one-third put relevance on a par with privacy, saying both are equally important.
- Increased Engagement: Almost 80% are more likely to engage with ads that match the content they are viewing.
- Viewer Experience Priority: Over 55% said video ads that are contextually relevant – and short and concise – are memorable for them.
To meet the growing consumer demands for non-invasive, relevant advertising experiences, GumGum recently launched Mindset Graph. Mapping billions of data points across contextual cues, creative elements, and viewer attention metrics, GumGum says the Graph delivers ads that match the context and mindset a consumer is currently in. Powered by the Graph, Its enhanced suite of video solutions – including instream, outstream, and overlay formats – are designed to stop viewers in their tracks with engaging content that mirrors the moment they’re in. This approach leverages page-level and video-level contextual analysis to match an advertisement with its surrounding environment as precisely as possible, the company continued.
“Let’s face it: online video experiences today aren’t working and video is only becoming more prominent,” said Ken Weiner, chief technology officer at GumGum. “Advertisers are facing poor ad performance, wasted impressions, and growing viewer dissatisfaction. To put an end to this pattern, we’re using AI to analyze the billions of data points within the GumGum Platform every day to better understand the digital environment and mindset a consumer is in so that they want to watch the ad instead of skip it and move on.”
By focusing on high-quality, relevant video ad placements, says GumGum, it not only upholds stringent brand suitability standards but also ensures that these standards do not compromise the reach and impact of ads. GumGum claims to be the only independent ad tech platform to achieve MRC content-level accreditation for contextual analysis, brand safety and suitability across display, mobile web, and CTV.
Also published in: InPublishing
