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Vodafone leveraged GumGum’s contextual intelligence to increase purchase intent for the new Samsung Galaxy phone.

Prompted Awareness

+6%

Wider Consideration

+8%

Red Vodafone webpage ad offering £72 off Samsung Galaxy Z Flip3 with buy now buttons and network info.

Challenges

Vodafone aimed to boost purchase intent for the Samsung Galaxy by testing the efficacy of GumGum's Desktop Skins, utilizing its contextual targeting capabilities.

Methodology & Strategy

GumGum collaborated with Vodafone, global media agency Dentsu, and research firm On Device Research (ODR) to measure the impact of the Desktop Skin ad format, ensuring alignment with contextually relevant content.

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Performance & Results

The campaign helps raise awareness for the launch of the Samsung Galaxy and increased brand lift as well as consideration.

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Finding Vodafone’s Audience

GumGum Contextual scanned thousands of web pages to align Vodafone’s Samsung Galaxy creative with content about mobile technology and related topics.

Audience Engagement

Utilized the Desktop Skin ad format, which expands across the screen and naturally surrounds the content, creating an immersive ad experience that drives strong user engagement.

86%

Viewability

1.12%

CTR

8%

Brand Lift

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