Vodafone aimed to boost purchase intent for the Samsung Galaxy by testing the efficacy of GumGum's Desktop Skins, utilizing its contextual targeting capabilities.
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.
GumGum Contextual scanned thousands of web pages to align Vodafone’s Samsung Galaxy creative with highly relevant content related to laptops, tech, and business.
Utilized the Desktop Skin ad format, which expands across the screen and naturally surrounds the page content, capturing user attention.
The campaign helps raise awareness for the launch of the Samsung Galaxy and increased brand lift as well as consideration.
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