Case Study: Mars Pet Food drives higher reach and video completion rates with GumGum's contextual online video

Mars Pet Food boosts VTR to 89% with GumGum

Mars Pet Food, a global leader in petcare, sought to increase brand reach and relevance for its Pedigree Meaty products in the UK and France. Partnering with GumGum and EssenceMediacom, the challenge was to better understand the audience's mindset to connect through contextual online video across the open web.

GumGum implemented its Mindset Graph technology to map web data and identify key content environments aligned with Mars's audience segments. This contextual strategy resulted in a campaign that achieved an 89% video completion rate and demonstrated only a 1% audience overlap with other platforms, unlocking significant reach and relevance.

Mars Pet Food