GumGum and Invincible Entertainment Partner on New CTV Ad Integration
by Emily Nagle
Yesterday, the California-based digital advertising platform GumGum announced a partnership with Invincible Entertainment. This development is sure to revolutionize the streaming ad experience, creating in-video product advertisements that will be used in Invincible’s massive CTV (connected TV) catalog.
This new ad experience will be used particularly for Invincible’s flagship streamer Galxy TV. Unlike traditional advertisements, GumGum’s SSAI (server-side ad insertion) software allows viewers to watch their shows and movies uninterrupted, as the ad appears in a corner of the screen.
“GumGum is thrilled to work alongside Invincible to improve their users’ viewing experience without sacrificing monetization by reducing the amount of traditional ad breaks—rather we replace them with overlay ads,” Ken Weiner, Chief Technology Officer at GumGum, announced in a press statement. “Our tech contextually analyzes scheduled ad avails and our ad server then chooses suitable advertisements for the user at that moment in time to be placed across Invincible’s genre-spanning CTV content.”
When one considers the risks of interruptive ads during live-streamed broadcasts, it only makes sense that overlay advertisements are set to make strides in streaming customers’ viewing experience. Mid-video ads run the risk of interrupting crucial moments during a program, whether it’s a sentence or a goal in a sports match. Ads that don’t interrupt a broadcast, however, avoid this while also maximizing brand compatibility in real-time.
“Our new integration with GumGum has the potential to transform how advertisers reach audiences in streaming environments. GumGum’s lower third ads have been so successful that we have been using them exclusively on our ad supported VOD titles resulting in a marked decrease in drop offs during ad breaks and a vastly improved viewing experience for our users,” Thomas Ashley, CEO at Invincible Entertainment, explains. “Streamers now have the opportunity to build revenue around valuable inventory in AVOD CTV in a robust and meaningful way, and this partnership makes it possible to deliver free ad supported programming to our users uninterrupted. CTV monetization can be rapidly, contextually, and creatively scaled and the user experience is second to none. It’s a win-win.”