• by Laurie Sullivan , October 7, 2024

GumGum has launched a predictive data engine it calls Mindset Graph giving advertisers deeper insights into its three product lines — Contextual, Attention, and Creative.

The AI-based platform identifies context, topics, and keywords in real-time to help advertisers meet consumers in the moment -- whether they are browsing websites, watching videos, or streaming content, according to Phil Schraeder, CEO of GumGum.

“It doesn’t need personal data,” Schraeder says. “Our AI technology can look and understand how content is created with intent meaning and emotion that stands out and feeds the response back to the consumer.”

The London GumGum team jointly built an ad campaign with Havas for the 60th anniversary of the British science fiction series "Doctor Who." The campaign saw a 40% increase in viewing through the GumGum platform, a 20% lift in click through rates (CTRs), 90% lift in viewability, and view time of nearly 36 seconds.

The team reviewed and launched the graph based on goals and objectives. No identity data was used to run the campaign.

“Marketers are so fixated on demographic and ID data they are missing out on potential new audiences and consumers eager to connect with them,” he said. “They don’t know how to do that without feeling as if they are wasting money.”

GumGum’s goal is help advertisers gain targeting through contextual, creative and optimization through attention. The company has been building AI into its platforms for more than a decade.

People change, Schraeder says, adding that they may not be interested in the same things they were five years ago. He advises marketers to stop looking for signals such as income levels, and instead look for something more immediate and stay connected in the moment.

Think of a brain and the connections made to understand why the moments with certain brands remain in the forefront.