Contextual ad company, GumGum, has revealed the integration of Playground xyz’s media portfolio into its Asia-Pacific (APAC) business, forming a formidable suite of AI-driven, cutting-edge contextual ad solutions. This integration enables advertisers to tap into audience mindset and achieve standout attention rates in an increasingly crowded and distracted digital ecosystem.
The initial acquisition of the globally recognised attention-based advertising platform, Playground xyz, by GumGum in 2021 has paved way for this consolidation. Playground xyz is renowned for its award-winning creative ad formats which include Hang Time, Super Skin, and Hoverboard. These formats and the entirety of Playground xyz's media arm in the APAC market have now come under the banner of GumGum's fleet of ad solutions.
As part of this integration, Playground xyz's APAC media business will adopt the GumGum brand for unification and global alignment, however, Playground xyz's Attention Intelligence Platform (AIP) will continue to function as a standalone data solution. This solution brings to the table the global market-leading attention measurement for both GumGum’s media business and the broader industry, spanning across various platforms like Display, YouTube, Facebook, Instagram, TikTok, and OLV.
This consolidation of GumGum’s media businesses in APAC concludes the global rollout of The Mindset Platform, initiated in North America and Europe in late 2023. The Mindset Platform brings together AIP, GumGum's high-impact media products, and GumGum’s advanced contextual intelligence platform, Verity. By merging attention, creativity and context, the Platform bridges the gap between brands and consumers, thereby facilitating advertisers to meet audiences with the right mindset for an ad. This consequently drives improved attention, better business outcomes, and increased ROI.
Sorrel Osborne, Head of Media, APAC, at GumGum stated, "The ability to tap into consumer mindset and capture and measure attention has become mission critical for brands. The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering provides brands with the tools to stand out and achieve better outcomes, with real-time attention insights, a mix of high impact ad products, and cutting-edge contextual intelligence."
Global pizza brand Dominos was the front-runner to leverage the power of The Mindset Platform for its '50% off pizza' campaign in the United Kingdom. The campaign achieved commendable success with 225% return on ad spend, and an added 3000 hours of attention on one creative element. This campaign also clinched the 'Game-Changing Technology' accolade at The Drum Awards for Digital Advertising in 2023.