GumGum Ramps Up Engagement for Co-Op Throughout UK With Excessive-Impression, Contextual Adverts

The marketing campaign delivered stand-out outcomes, turbocharging engagement for Co-op’s summer season 2022 meals ranges and group fund

London, UK – June 15, 2023 – GumGum, the contextual-first, digital promoting platform, partnered with main grocery chain, Co-op, with the intention of supersizing engagement round its summer season 2022 meals ranges equivalent to barbeque and ice-cream merchandise.

The marketing campaign was designed to lift consciousness and model notion across the Co-op Group Partnerships Fund which helps quite a lot of native causes throughout the UK. It additionally got down to goal environmentally and socially aware audiences while elevating Co-op’s attain because of contextual concentrating on of related, brand-safe content material throughout GumGum’s suite of premium way of life titles.

Verity™, GumGum’s proprietary contextual intelligence platform – the primary unbiased advert tech platform to attain the Media Score Council’s content material stage accreditation for contextual evaluation, model security and suitability – was used to align the advert models in related environments throughout way of life information, leisure and foods and drinks content material. Compelling advertisements highlighted Co-op’s group and product ethos in a fleet of high-calibre on-line publications with giant audiences; together with BBC Good Meals, Preferrred House, Girl & House, Time Out and Empire magazines. In the meantime, a tactic often known as ‘conquesting’ was used which concerned aligning Co-op inventive natively round related competitor content material.

4 GumGum high-impact advert codecs had been chosen to amplify Co-op’s messaging: the Desktop Pores and skin, the In-Display screen and In-Picture Expandable and the Cell In-Display screen Body. The Desktop Pores and skin is the most important show format obtainable throughout net pages with left, proper and a prime panel surrounding the content material. The In-Display screen and In-Picture Expandable stay in view on the backside of the display or picture as customers scroll by way of, increasing on interplay; and the Cell In-Display screen Body –the highest performing format on this marketing campaign with an engagement charge of 53.4% – borders the display for just a few seconds after which drops right into a footer. Co-op and GumGum additionally labored with inventive company Kin + Carta to make sure creatives had been animated to showcase a number of photos of meals and key messaging.

“Verity’s razor-sharp AI instruments enabled us to analyse context with ground-breaking sophistication,” explains Peter Wallace, Normal Supervisor, EMEA, GumGum. “Our strategy is exclusive versus different contextual intelligence options out there in that it contains Pure Language Processing and Pc Imaginative and prescient for picture recognition, moderately than counting on key phrases alone. We had been in a position to make sure that advertisements appeared in hyper-relevant environments, with high-impact inventive while steering away from unsafe content material and outperforming all benchmarks,” 

“Exceeding all targets, this partnership simply goes to indicate what may be achieved with refined contextual concentrating on, hyper-relevance and inventive minimize by way of at scale,” Peter Wallace continues. “The collaboration supplied quite a few learnings for future campaigns in addition to bettering consciousness and positively shifting model perceptions.”

GumGum additionally partnered with Oracle Moat to optimise viewability and engagement of the marketing campaign. Extra knowledge from On Gadget Analysis indicated a major uptick in model trustworthiness, affiliation with group values and spontaneous mentions among the many target market. Different stand-out outcomes included:

  • +4pts notion that Co-Op is a reliable model
  • +3pts notion that Co-Op is a model with “high quality meals providing” and “raises funds for native communities”
  • +7pts spontaneous mentions of Co-Op among the many target market of socially aware customers
  • 94.56% viewability for In-Display screen Expandables (vs 85% benchmark)
  • 90.86% viewability for Desktop Skins (vs 85% benchmark)

Carolina Turner-Suarez, Account Director at Amplifi, the media company that Co-Op partnered with for the marketing campaign, mentioned, “The marketing campaign married high-impact advertisements with contextual precision – driving standout outcomes throughout engagement, dwell time, viewability and a spotlight, and all while blocking invalid site visitors. We additionally noticed uplifts in model notion with all placements seen, related and model secure – leading to excellent impression and efficiency and, importantly, larger consciousness of the Co-op Group Partnerships Fund.”

For extra data on this announcement, please attain out to [email protected].


Press contact: 

Maryum Sheikh, Press Lead at The Digital Voice

[email protected]


About GumGum

GumGum is a contextual-first, world digital promoting platform that captures individuals’s consideration, with out using private knowledge. We imagine that an promoting ecosystem based mostly on understanding a client’s lively way of thinking moderately 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

About Co-Op

Co-op is among the world’s largest client co-operatives with pursuits throughout meals, funerals, insurance coverage and authorized providers. Owned by tens of millions of UK customers, the Co-op operates over 2,500 meals shops, over 800 funeral houses and supplies merchandise to over 5,000 different shops, together with these run by unbiased co-operative societies and thru its wholesale enterprise, Nisa Retail Restricted.

Using virtually 60,000 individuals, the Co-op has an annual turnover of over £11 billion and is a recognised chief for its social targets and community-led programmes. The Co-op exists to satisfy members’ wants and get up for the issues they imagine in.

Originally posted 2023-06-15 15:16:04.