Domino’s Completes First Contextual and Consideration-Powered Marketing campaign with GumGum and Playground xyz

London, UK:  Could 24, 2023 – In a world first, GumGum and Playground xyz have supplied a joint answer which fuses contextual and attention-based promoting applied sciences to safe tangible outcomes for Domino’s UK & Eire.

Confronted with an more and more aggressive and crowded market, Domino’s labored with the respective consultants in context and a spotlight to assist maximise shopper consciousness of its ‘50% Off’ marketing campaign in 2022 and, in the end, promote extra pizzas.

“Amplifying our nice worth for cash and scrumptious pizza is a crucial a part of our technique at Domino’s, so we’re at all times in search of enjoyable and fascinating methods for patrons to attach with our model. We tried one thing new with this nationwide 50% off marketing campaign, testing out how contextual and a spotlight expertise might assist us determine the place our advertisements might appeal to essentially the most consideration. By specializing in the contextual alignment of the advert and the environments we positioned the advertisements in, we had been in a position to meet our clients in the proper state of mind for a slice and drove marketing campaign success,” explains Kerry Morrow, Senior Media Supervisor at Domino’s Pizza Group.

That is the primary time GumGum and Playground xyz have utilized their mixed applied sciences to an in-market marketing campaign. Fusing the capabilities of GumGum’s VerityTM accredited contextual platform and Playground’s Consideration Intelligence Platform (AIP), this revolutionary method optimised marketing campaign supply to essentially the most related contextual classes the place shopper consideration on the Domino’s advertisements was highest.

The method achieved vital uplift throughout main marketing campaign KPIs, together with:

  • A further 3000 hours of consideration on one inventive factor (in opposition to management), and
  • A 40% uplift in CTR on a inventive
  • Essentially the most vital outcomes had been the stellar industrial outcomes, with total ROAS of 135% – 398% being secured throughout every inventive factor.

“We had been excited to companion with Domino’s to be the primary to check out how contextual and a spotlight work together on a dynamic and fascinating marketing campaign. Promoting is all about connecting with the patron. With a purpose to actually join manufacturers want to search out the moments the place individuals are in the proper mindset to obtain your message or name to motion. Seeing Domino’s potential to spice up its ROAS by near 400% with a marketing campaign primarily based on contextual and a spotlight perception is just the start of what’s to come back,” says Phil Schraeder, GumGum, CEO.

The connection between context, inventive and a spotlight is the place GumGum and Playground imagine the way forward for digital promoting lies, as specified by the previous’s Mindset Matrix white paper. The method used for the Domino’s marketing campaign and the potential for contextual and a spotlight applied sciences to rework how manufacturers method digital promoting is one thing each firms want to develop in 2023 and past.

Rob Corridor, CEO of Playground xyz, provides: “We’d lengthy believed that spotlight indicators may very well be an extremely efficient suggestions loop for optimising contextually-targeted campaigns. Our analysis has confirmed the speculation and reaching such robust outcomes for Domino’s actually highlights how highly effective this method may be. For advertisers wanting to achieve the eye financial system with out having to depend on cookies and identifiers, attention-powered contextual concentrating on is the long run.”

For extra data please contact [email protected]

About GumGum

GumGum is a contextual-first, international digital promoting platform that captures individuals’s consideration, with out using private knowledge. We imagine that an promoting ecosystem primarily based on understanding a shopper’s energetic state of mind quite than behaviour builds a extra equitable and safer future for customers, publishers, and advertisers alike. Based in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For extra data, please go to www.gumgum.com.

About Playground xyz

Playground xyz is on a mission to grasp the artwork and science of maximizing shopper consideration. The corporate has constructed the world’s first expertise stack that integrates visible consideration measurement, analytics and media optimization referred to as the Consideration Intelligence Platform. It powers a set of main merchandise that maximize Consideration Time for manufacturers. Headquartered in Australia, Playground xyz has places of work in Singapore, the UK and the USA.


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