Lincoln partnered with GumGum to enhance brand perception through innovative In-Video advertising within CTV environments.

Lift in Familiarity 3.8x higher than the auto industry standard of 3.7%

+14%

Lift in Favorability 4x higher than the auto industry standard of 3.4%

+13.5%

Challenges

Lincoln sought to increase brand awareness and improve brand perception as part of their Connected TV (CTV) strategy, aiming to engage viewers in a non-intrusive yet impactful manner.

Methodology & Strategy

GumGum deployed its In-Video advertising units within CTV and Over-The-Top (OTT) environments, integrating Lincoln's brand seamlessly into the viewing experience to capture audience attention without disrupting content consumption.

Performance & Results

The campaign far exceeded industry standards and boosted intent with key audiences:

Finding Lincoln’s Audience

We used contextual targeting to place ads within content that we knew Lincoln’s target demographic would engage with: luxury car reviews, finance articles, travel and lifestyle content.

Audience Engagement

We integrated non-intrusive In-Video units directly into streaming content, we enhanced Lincoln’s presence in the CTV landscape, and connected with their audience during premium content viewing experiences.

+5.5%

Lift in Aided Awareness

+14%

Lift in Familiarity, 3.8x higher than auto industry standard

+13.5%

Lift in Favorability, 4x higher than auto industry standard

+4%

Lift in Purchase Intent, 3x higher than auto industry standard