GumGum presents Mindset Matrix – A framework for the
SANTA MONICA, Calif., March 3, 2022 (GLOBE NEWSWIRE) — GumGuma company specializing in contextual advertising technologies, presents The Mindset Matrixa framework for the future of digital advertising outlining how advertisers can deliver engaging and effective advertising campaigns, in current and emerging environments, without the need for cookies or personal data.
The industry is entering a new era, which requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than basing their targeting efforts on past behaviors, the future of digital advertising will be about meeting people in the moment and aligning ads with someone’s current mindset.
“The truth is, we don’t need to know who you are to deliver relevant and effective ads. As humans, we naturally move in micro-moments, floating from topic to topic. We believe digital advertising should be able to move with us and be something, help us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make this shift, while being just as efficient and not requiring the use of personal data,” said Phil Schraeder, CEO of GumGum.
The Mindset Matrix framework, defined as the environment in which advertising effectiveness thrives, is made up of three components:
- True contextual understanding: Uses all cues in an environment (text, image, video, audio) to understand the whole digital environment, allowing advertisers to place the right ad in the right context (location, time, near a related topic, etc.), and increases ad relevance with more accuracy.
- Smart ad creatives: Creative can be smarter now with the support of context and attention. These smart ads create a cohesive experience between content and advertising that enhances the audience experience rather than detracting from it.
- Attention measurement and optimization: Measuring the actual attention an ad attracts is a human-centric quality metric that captures a person’s relative interest (or not) in that ad at the time. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the right creative matched to the right context.
“Each of these components individually is an important aspect of any advertising campaign, but when linked they have the ability to influence and inform the other, creating a powerful understanding of the mindset of a person in every unique digital environment. This model allows advertisers to meet people when they are in an active mindset – the right headspace to pay attention and take action – and do so in a cookie-free way, without identity and the test of time,” continues Schraeder.
Through solid corporate development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a basis by advertisers as a marketing playbook of the future.
To see the GumGum The Mindset Matrix: The blueprint for the future of digital advertising, click on https://bit.ly/3IBSkhG. For more information, please visit the GumGum website or contact [email protected]
GumGum is a global technology and media company specializing in contextual intelligence. For more than a decade, we have applied our proven expertise in machine learning to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to analyze text, images and video when evaluating digital content. Combining our contextual advertising intelligence with high-impact, proprietary ad formats, GumGum’s advertising solutions deliver industry-leading efficiency, accuracy, and performance.