Bauer Xcel Expands GumGum Partnership, Brings In-Image Ads To Mags

After a successful partnership in Australia, Bauer Xcel Media and GumGum have expanded their partnership to the United States.  

In-Image and In-Screen ads from GumGum, an in-image advertising platform, will be served across regular image content, in galleries and across slideshow content for several Bauer Xcel Media brands in the U.S.

Titles include In Touch Weekly, Life&Style, J-14, Closer Weekly, Twist, M Magazine and Woman’s World, a print magazine that just got its own Web site in January.

“Given the high engagement rates with image content online today, this expanded partnership represents a significant opportunity for Bauer Xcel Media and GumGum to drive revenue through targeted advertising while delivering a positive user experience,” a statement from the company reads.

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Bauer Xcel Media, the international digital business of German-based Bauer Media Group, and GumGum began partnering exclusively in the Australian market in March.

In-image ads appear over a lower section of a contextually relevant image. A spokesperson told Publishers Daily that GumGum's image recognition technology identifies the content of images and their solution places relevant ads over content.

For example, a photo of Kate Middleton on Closer Weekly could display a banner ad for Olay skincare products at the very bottom of the image.

GumGum works with the majority of Fortune 100 brands, including Toyota, Disney, Clorox and L'Oreal. Advertisers will now have access to Bauer's inventory through GumGum.

“Image content is a significant part of our engagement strategy, and our partnership with GumGum provides our advertisers with high-quality placements that unlock the value of this content through innovative in-image and in-screen ad formats,” stated David Park, head of business development for Bauer Xcel Media US.
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