Blind Pet Brand Study

DRIVE

GumGum paired up with premium cat food brand for a highly targeted video campaign celebrating the needs of aging felines.

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MADE IN THE USA

GumGum's contextual technology, Verity,™ drove brand recall and purchase Intent for a leading pet brand

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With cat adoption soaring and 43% of felines classed as senior (aged seven or over) GumGum partnered with a well recognized pet brand in autumn 2020 for a digital video campaign to promote the health benefits of a brand for senior cats.

The aim was to showcase the changing needs of aging cats in this strong growth area for the brand, as well as increasing awareness and consideration of a senior cat food range, which launched in 2019 – over key competitors.

The challenge

43%

REVERSE

fORWARD

This game-changing ability means it can accurately scan thousands of web pages at once with human-like perception – reading text, imagery, audio and video in combination for a far more nuanced understanding of content compared to other contextual solutions.

Insights & strategy

GumGum planned to harness its trailblazing contextual intelligence technology to accurately target a wide spectrum of cat owners in its fleet of leading news and lifestyle titles. GumGum’s contextual intelligence engine, Verity™, is the only provider of its kind to analyze the full content of a page, combining Natural Language Processing (NLP) with Computer Vision (CV).

The idea was to create a series of compelling ad units for this pet brand, and then use Verity™ to place them alongside highly relevant content to do with cat ownership, as well as cat-related news, studies and lifestyle articles.

The challenge

The team created two high-impact ad formats for the campaign. The first was the In-Screen Expandable Video, an autoplay video surrounded by eye-catching creative elements that expands with user interaction for high engagement and increased real estate.

Activation

In-SCREEN EXPANDABLE VIDEO

In-IMAGE 6-SECONd CANVAS

The second was GumGum’s In-Image 6-Second Canvas, which captures user attention by transforming relevant images on the page into a striking video ad experience, before converting into an In-Image Unit with click-through to the brand’s landing page.

The combination of NLP and CV technology was then used to place these units in the most compatible content environments possible. With this granular approach, the campaign was set to closely align with its target audience, increasing a sense of emotional connection among cat owners with the brand’s celebratory message of the life stage of senior cats.

Insights & strategy

In-IMAGE 6-SECONd CANVAS

GumGum partnered with market insights company On Device Research to measure the impact of the brand’s digital video ads – with impressive results.

Results

Spontaneous awareness improved significantly, too, particularly among owners of cats aged six or above. The campaign prompted a 25% increase in online search among this key demographic and doubled On Device Research awareness benchmarks, placing the brand top of mind for cat owners.

Viewability for the campaign sat at a spectacular 91%, with an impact that drove a 22% increase in brand recall. Purchase intent also enjoyed a significant surge, with the brand overtaking one of its lead competitors, as a result of the digital video placements.

In addition, 84% of senior cat owners had strong positive sentiments toward the campaign. “It’s an enjoyable advert” was the top reaction among a test audience, followed by “relief that the brand offers products for older cats.” Clearly, the digital videos were purr-fectly pitched to anyone wanting the excellent care that this well-known pet brand offers for cats in their twilight years.

Pet Brand

91%

25%

84%

View on Device Research

Activation

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