The future of video isn't just about where your ad runs. It's about when it runs and how it resonates with the person watching.
After a successful rollout in North America and the United Kingdom, GumGum is expanding its contextual video solution to Australia. For advertisers looking to extend their video strategy beyond walled gardens, this is your opportunity to reach the right people at the right moment, with precision, privacy, and purpose.
Video in Australia Is Big Business and Getting Bigger
According to EMARKETER, in 2025, digital video is expected to account for 19.9% of total digital ad spending in Australia. That translates to more than $2.25 billion AUD in video advertising. At the same time, over 70% of the population will watch digital video monthly, reaching more than 19 million Australians by 2028.
Yet despite this massive demand, many advertisers still rely heavily on a handful of platforms like YouTube, Broadcast Video On Demand (BVOD), and Subscription Video on Demand (SVOD). With finite inventory and rising costs, marketers are looking for scalable, brand-suitable alternatives that can drive both performance and outcomes.
That’s where we come in.
Introducing GumGum’s Contextual Video Solution
Our solution brings contextual intelligence to the video space, no cookies, no IDs, and no need for personal data. Instead, we use our proprietary Mindset Graph™ to analyze billions of data points and place video ads within content environments that naturally align with your brand message.
We focus on what the viewer is doing in the moment, not just who they are. This ensures your ad appears only in brand-suitable environments and when your audience is most receptive to it.
Already Delivering Results for Leading Brands
The contextual video solution is already in use by some of the world’s most respected brands, and the results speak for themselves.
In a UK campaign for Mars, we achieved an 89% view-through rate and just 1% audience overlap with YouTube, demonstrating clear incremental reach and exceptional engagement.
GumGum's Contextual not only achieved a higher VTR compared to our standard activities (89%), but it also demonstrated a minimal audience overlap of only 1% with YouTube activities, proving the value of this premium open web video solution.”
— Grace Drewry, Account Manager, EssenceMediacom
In another campaign for Allwyn, the operator of the UK National Lottery, we achieved a 13-point increase in brand awareness and a 7-point lift in purchase content among 18–to 34-year-olds. These results, independently validated by OnDevice Research, significantly exceeded brand lift benchmarks.
Why Now?
Australia is a mature and highly strategic video market. But media buyers are still asking the same question: How do I scale video efficiently without sacrificing reach, control, or relevance?
In the back half of the year, that question becomes even more urgent. With economic uncertainty and growing pressure to prove media performance, marketers will be expected to do more with the same budget (or let’s be real, less). The likely impact? Marketers will reallocate their remaining budgets to the high-performing channels. As a result, you guessed it, demand and price tag for premium channels across SVOD and BVOD (such as Nine Now) will only rise.
What does that mean? Put simply, spending more in those channels won’t necessarily generate more reach.
GumGum’s contextual video offering is designed to complement, not compete with, your existing premium buys. It is cost-efficient, privacy-safe, and proven to deliver results. It helps advertisers extend video reach and diversify where their campaigns appear, unlocking contextually relevant moments across the open web that other video buys may miss.
And we are just getting started. In the coming weeks and months, we will be rolling out:
- More local AU inventory partnerships
- Video attention metrics and optimization tools
- Deeper contextual overlay strategies powered by the Mindset Graph™
Early traction in North America and the United Kingdom shows where contextual video is resonating most. Categories like CPG, Food and Beverage, and Tech and Media have emerged as early adopters. These industries prioritize high-impact storytelling, contextual alignment, and scalable reach. That makes now an ideal moment for AU marketers in similar verticals to get in early and help shape the future of video on the open web.
Ready to Launch?
If you’re already working with us for high-impact display, adding video is seamless. If you’re new to us, let’s talk. The open web is full of opportunity, and we’re here to help you make the most of it.
