Case Study: GumGum achieves 12.1% purchase intent lift with Nielsen Online Brand Effect

How GumGum’s In-Image Ads Drove Real-Time Brand Lift

GumGum worked with Nielsen Holdings to promote a major consumer electronics manufacturer’s LED TVs to avid football fans during the NFL and holiday shopping seasons. The goal was to reach men ages 18-49 who watched football and had researched TVs online in the past six months, while also getting real-time brand lift data on purchase intent.

Using Nielsen Online Brand Effect, GumGum measured the campaign in real time across creative, frequency, site, and lifetime performance. Nielsen Holdings found that a custom animated unit drove brand lift more than 4.5X the campaign average, three exposures drove 5X the average lift, and the campaign delivered a 12.1% increase in purchase intent among exposed users.

GumGum

Tony Winders

SVP Marketing