GumGum, a contextual-first, global digital advertising platform, announced the results of a recent intrinsic in-game advertising campaign with Samsung Netherlands. The results of the campaign showed significant lift among several categories such as positive brand attribution and perception, interest in the ad served, and purchase considerations.
There are over three billion gamers across the globe and Samsung was interested in driving awareness and brand perception to this largely untapped demographic. The results of the campaign show that when an ad is served without disrupting gameplay it can have a very positive impact on the gamer. With intrinsic in-game advertising, Samsung was able to meet gamers when they were most attentive, increasing purchase intent and brand perception.
Fabio Pellegrini, Programmatic Lead Samsung Benelux at Samsung Benelux said, “We were excited to try intrinsic in-game advertising as a new way to connect with consumers. The results of the campaign proved that in-game advertising is certainly valuable in driving an increase in brand perception and purchase consideration. We will continue exploring in-game advertising as a tool we can tap into to drive campaign success in the future.”
For the campaign, GumGum adopted a broad targeting approach focused on sports, casual, racing, and simulation games, which proved to be the right mix to drive optimal results for Samsung. Samsung attained lift across multiple categories including:
- positive brand attrition (+12 points),
- positive perception of the brand and the product advertised (+16 points),
- a lift in a purchase consideration (+12 points),
- an +11 point lift when asked “Are you interested in this ad?”
“Gamers are one of the largest and most diverse groups in the world yet most brands and agencies are putting less than 5% of their marketing budgets toward gaming. Gaming is only expected to grow and brands have to start reimagining how they’re meeting consumers in the right mindsets,” said Pete Wallace, MD of EMEA at GumGum. “The results of Samsung’s campaign highlight how attentive gaming audiences are and how lucrative intrinsic in-game advertising can be for brands.”
Attitudinal studies such as brand lift studies provide insights into key layers of the marketing funnel, including awareness, interest, consideration, and intent. When assessing campaign performance, attitudinal studies have extreme value in understanding how ads are resonating with consumers – a critical insight within emerging digital environments.
For more information, please reach out to pr@gumgum.com.
About GumGum:
GumGum is a contextual-first, global digital advertising platform that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behavior builds a more equitable and safer future for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please visit www.gumgum.com.
About Samsung Electronics Co., Ltd.:
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI, foundry and LED solutions. For the latest news, please visit the Samsung Newsroom at news.samsung.com.
