Success of The Trevor Project's Pro-Bono Ad Campaign with GumGum In-Video

A pro-bono ad campaign for The Trevor Project, an organisation helping LGBTQ young people in crisis, has achieved remarkable results. Digital advertising platform GumGum used its In-Video solution to overlay The Trevor Project PSAs for up to five seconds at contextually appropriate moments across video-on-demand (VOD) and free, ad-supported TV (FAST) inventory. According to third-party research, this resulted in a 31% increase in recall among 18- to 34-year-old viewers, a 20% lift in prompted awareness among the general public, a 17% increase in likelihood to recommend, and a two-thirds positive response to the creative.

In-Video is a patented technology by GumGum that allows advertisers to overlay an ad at a specific frame within a video in CTV. It allows the advertiser to be present, gain 100% of the viewer's attention, in a contextually appropriate moment and then allows the viewer to continue through their journey. It is priced on a rate card CPM basis.

The success of the overlays’ placements depend on GumGum’s Verity, a content-level accredited technology for contextual analysis, brand safety and suitability. Verity finds the contextual understanding of the data signals from all parts of digital content being looked at together and looks to leverage technologies that will put the brand in the best place for viewers to see value in that moment.

Overall, the ad campaign has been a success and it shows that viewers are receptive to CTV ads when they are contextually appropriate and non-intrusive. This opens up a potential for brands to make more connections with audiences and create value for them.

Originally reported by Martech: https://martech.org/psa-campaign-gets-impressive-results-from-new-adtech/
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