GumGum Launches New OTT Video Ad Unit - Unlocking Previously Unavailable Video Inventory Across Streaming Environments
by on 11th Mar 2021 in News
GumGum, a global technology and media company specialising in contextual intelligence, today announced their In-Video product, which is the first scalable overlay ad placement for streaming video environments.
As one of the largest advertising platforms in the world, GumGum is expanding its offering to include a new video ad format that opens up video inventory that has never been available before. This new In-Video product allows brands to think past the commercial break and connect with customers in a non-intrusive way, by placing ads directly into uninterrupted video-content. Ultimately changing how advertisers effectively reach audiences in streaming environments and unlocking additional inventory for video publishers.
“This new ad unit is a game changer for CTV and OTT and for all of us as consumers. With this In-Video overlay unit, publishers have access to video inventory they haven’t had before and brands have the opportunity, for the first time, to reach consumers without disrupting the content they want to be watching,” said Phil Schraeder, CEO, GumGum. “We have seen an overwhelming amount of interest for this product already, as our pilot program is basically sold out. We are excited to expand this offering with more video publishers and streaming platforms in the coming year as the demand continues to skyrocket.”
Inspired by the lower-third TV promos that news sites typically use, this new overlay ad placement puts the user experience first by providing a better, less intrusive way to deliver brand messaging across streaming inventory. GumGum’s patent pending Server Side Ad Insertion (SSAI) technology allows overlay ads to be inserted post-production, directly into the streaming video, giving viewers the ad experience without ever leaving what they came to watch. GumGum and Digiday research found that 45% of industry professionals say consumer demand for non-interruptive experiences will heavily impact video strategy in the future.
While many companies are testing out technology to place overlay ads within video environments, this is the first that gives advertisers a true scalable option to purchase user-targeted ads in real-time, post-production, either via a programmatic or direct buy. This offering is currently available with CTV apps AXS.TV, Zone.TV, VideoBridge, and ACW TV. In 202, GumGum will continue to grow this offering through partnerships with key streaming providers and expand beyond video-on-demand into live linear TV.
“This has been a year in the making but we believe these overlay ad placements will change how advertisers effectively reach audiences in streaming environments. By placing ads right into the streaming video we can help improve brand favourability, solve for giving advertisers attention metrics they crave, and unlock additional inventory for video publishers,” said Ken Weiner, chief technology officer, GumGum.
This new ad format gives publishers additional video inventory to monetise, allowing for the opportunity to boost overall video CPMs. With this seamless technical integration, publishers can easily indicate which videos they want to monetise and GumGum technology will take care of creating the available inventory and source demand. Publishers will also have the ability to use the new available inventory to promote their own content.
For over a decade, GumGum has been known for pushing the envelope in building technology that allows advertisers to reach consumers in the most effective way. In addition to these leading ad units, GumGum is the leader in contextual intelligence through its Verity™ offering, which incorporates leading computer vision and natural language processing technology to help advertisers the ideal content to place ads.
For more information please reach out to pr@gumgum.com.
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