Vodafone’s team-up with GumGum increased purchase intent for Samsung’s Galaxy Z Flip 3 compact foldable phone, by successfully leveraging GumGum’s contextual intelligence platform, Verity.
GumGum set out to test the efficacy of Desktop Skins, using Verity. This was executed with global media agency, Dentsu, and research specialist, On Device Research (ODR), with the teams setting out to measure the impact of the ad format.
To establish the impact of a campaign on any given brand, ODR analyses the difference between the results for a control sample – users who have not been exposed to the creative; and the target audience – users who saw the ad.
GumGum’s Verity platform scanned thousands of web pages to align Vodafone’s Samsung Galaxy creative with highly relevant content related to laptops, tech and business, with the Desktop Skin format expanding across the screen and naturally surrounding publishers’ content.
The campaign improved purchase intent of the Samsung Galaxy Z Flip3 on Vodafone by 3% points, with wider consideration of Vodafone up by 8% points; nearly tripling the benchmark.
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Peter Wallace, General Manager of EMEA, GumGum, said: “The future of digital advertising will be about tapping into people’s active mindset and the team at Vodafone well understands the need for relevance and context. We were delighted to work together in partnership to capture attention in this way, and to have our approach validated once again.”
The campaign also led to a significant improvement in levels of awareness for Vodafone, with a 6% lift overall, with those for current Samsung users up 9%.
It saw an 8% lift in perceptions that Vodafone offers great deals for the latest phones, alongside an 86% viewability rate and an overall campaign click through rate (CTR) of 1.12%.
Richard Kanolik, Head of Programmatic at Vodafone added: “Our busy online world calls for maximum creativity and communications which are contextually relevant and engaging. We were delighted with the results of this industry-leading partnership – one which proves once again that, despite increasing ‘noise’ online, consumers respond to impactful ads delivered at the right time and in the right environment. It allowed us to exceed all our objectives; boosting awareness of the increasingly popular Samsung Galaxy Z Flip3.”