August 8, 2022


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Vodafone leverages GumGum’s contextual intelligence system to maximize purchase intent about Samsung Galaxy Z Flip3



London, British isles – 30th June 2022: GumGum and Vodafone have announced a profitable strategic partnership which has viewed the multinational telecommunications firm productively leverage GumGum’s contextual intelligence system, VerityTM, to maximize invest in intent all around the preferred Samsung Galaxy Z Flip3 a compact, foldable cellular phone.

As part of this profitable partnership, GumGum set out to test the efficacy of Desktop Skins, utilising its contextual tech engine, VerityTM. This was executed with worldwide media company, Dentsu, and analysis big, On Gadget Analysis (ODR), with the groups setting out to evaluate the impact of this eye-catching advertisement format.

In order to set up the affect of a campaign on any specified brand, ODR analyses the change involving the results for a management sample – buyers who have not been uncovered to the inventive and the goal viewers – customers who observed the ad.

GumGum’s VerityTM platform scanned hundreds of world-wide-web internet pages to align Vodafone’s Samsung Galaxy resourceful with hugely related articles linked to laptops, tech and organization, with the eye-catching Desktop Skin format increasing across the screen and by natural means bordering publishers’ written content.

The campaign was remarkably successful, enhancing amounts of prompted consciousness, wider thing to consider and obtain intent.

In truth, obtain intent of the Samsung Galaxy Z Flip3 on Vodafone improved by +3%pts, even though wider consideration of Vodafone improved by +8%pts just about tripling the benchmark.

The marketing campaign also led to a significant enhancement in now powerful ranges of awareness for Vodafone, with a 6% lift all round, and current Samsung end users up 9%. 

What is extra, the campaign observed an 8% lift in perceptions that Vodafone presents great promotions for the newest phones, together with an outstanding 86% viewability price and an in general marketing campaign CTR of 1.12%. 

Peter Wallace, Normal Supervisor of EMEA at GumGum, states: “The upcoming of electronic marketing will be about tapping into people’s lively mentality and the team at Vodafone properly understands the need for relevance and context. We were delighted to perform together in partnership to seize focus in this way, and to have our solution validated at the time again. We have long acknowledged that contextual intelligence is the crucial to results in a chaotic on the internet environment – and that electronic marketing initiatives can triumph without having the use of cookies and personal information. We glimpse forward to aiding additional leading makes to guarantee exceptional relevance and creativeness.”

Richard Kanolik, Head of Programmatic at Vodafone provides: “Our occupied on line world phone calls for optimum creative imagination and communications which are contextually relevant and partaking. We have been delighted with the benefits of this market-top partnership – one which proves as soon as yet again that, irrespective of rising ‘noise’ on the net, consumers react to impactful adverts sent at the suitable time and in the ideal ecosystem. It permitted us to exceed all our goals boosting consciousness of the more and more preferred Samsung Galaxy Z Flip3.”