Case Study: Movicol achieves stronger premium OLV performance with GumGum contextual intelligence

Movicol drives 4x higher TVQI with GumGum contextual targeting

Movicol, a consumer healthcare brand, faced the challenge of building awareness for a new product variant in a competitive market. Partnering with their agency Havas, they needed to reach consumers with the right mindset to effectively compete against established players. They worked with the vendor GumGum to address this challenge.

GumGum implemented a contextual advertising strategy using its Mindset Graph to identify and target relevant audience segments. This solution activated premium online video inventory through The Trade Desk, placing ads in high-quality, brand-safe environments. The campaign for Movicol delivered a 4x higher TVQI than standard keyword targeting, drove efficient CPMs, and successfully elevated brand presence.

Movicol