Case Study: Lincoln achieves stronger brand perception with GumGum Connected TV advertising

Lincoln lifts familiarity 3.8x with GumGum

Lincoln, an automotive brand, partnered with vendor GumGum to increase brand awareness and improve brand perception through their Connected TV (CTV) strategy. The challenge was to engage viewers in a non-intrusive yet impactful manner within the CTV environment.

GumGum deployed its In-Video advertising units within CTV and Over-The-Top environments, using contextual targeting to place Lincoln's ads in relevant content like luxury car reviews and lifestyle articles. The campaign delivered significant results for Lincoln, including a lift in brand familiarity that was 3.8x higher than the auto industry standard and a 13.5% increase in favorability.

Lincoln