Case Study: Havas Media Group achieves a 98.54% video completion rate with GumGum Contextual

Havas Media boosts video completion rate to 98.54% with GumGum

Havas Media Group partnered with GumGum to address a challenge for a jewelry company client. In the key sales period leading up to Mother’s Day, the client sought to increase awareness through a Connected TV (CTV) and OTT campaign with a target video completion rate (VCR) of 90%.

The solution employed GumGum Contextual and IRIS.TV technology to target contextually relevant videos. GumGum created a custom Mother’s Day segment and utilized its contextual video PMPs to place ads alongside content about fashion, parenting, and shopping. This strategy resulted in a 98.54% VCR, which outperformed two other CTV providers and achieved a lower cost-per-thousand-impressions (CPM).

Havas Media Group