GumGum + Smucker’s FY21 Partnership: Pet brands + coffee brands
Contextual Intelligence powered by Verity
TABLE OF CONTENTs
Smucker’s FY’21 Overview
Pet Brands Overview
Nutrish Cat
Milk-Bone
Nutrish Dog
Coffee Brands Overview
Café Bustelo
Dunkin’
Nutrish Dog Treats, Dog Food & Cat Incremental
Thank you from our team!
Continued Success in FY’22
Campaigns Supported
$1,773,817
6
Average Total Campaign Reach (Pet Brands)
~14MM
Impressions Delivered
~338MM
Total Spend
01
Contextual Intelligence Powered by Verity™
Full Page Analysis
Using computer vision and natural language processing
Keword Identified
• Online Shopping • Transactions • Purchases • Bargains
Content Categories Indentified
• Shopping • Holiday Shopping • Sales & Promotions • Gifts
Basic Page Analysis
Page Safety & Sentiment Determined
Safe overall None of the 9 threat categories detected Positive Tone
Reach your desired audience without relying on personal data or cookies
Future-proof your targeting
Avoid unsafe content, without constraining campaign reach or performance
Achieve brand safety and suitability
Hone in on page-level content that will amplify your brand message
Align with the most relevant content
Full-page analysis
Verity™ is a contextual intelligence technology that can comprehensively analyze text and image content to ‘read between the lines’ and derive human-like understanding.
02
IAS Brand Safety 90%+
IAS Invalid Traffic (>2%)
IAS Viewability (70%+)
Pet Brands Overview – FY21
~227MM
Average Total Campaign Reach
4
$1,145,869
03
Nutrish Cat FY21 Demo Gallery
Across the overall campaign audience*
86%
Aided Brand Awareness lift
7.6%
Viewability
CTR
0.23%
Brand Favorability Lift
14.2%
Across users who have previously purchased competing brands*
Nutrish Cat FY21
*Measured by Kantar Millward Brown
04
Nutrish Dog FY21 Demo Gallery
Across the female A45-54 Dog Owner audience*
87%
Purchase Intent Lift
8.0%
0.20%
Online Ad Awareness Lift
15.6%
Across dog owners who previously purchased Nutrish Dog Food
Nutrish Dog FY21
05
Across the female campaign audience*
80%
Aided Brand Awareness Lift
8.8%
0.28%
12.8%
Across the A18-34 dog owner audience*
Milk-Bone FY21
Milk-Bone FY21 Demo Gallery
06
88%
Mobile Engagement Rate
13.54%
0.33%
Nutrish Dog Treats, Dog Food & Cat Incremental Demo Gallery
07
Coffee Brands Overview – FY21
~111MM
2
$627,949
08
Café Bustelo FY21
Café Bustelo FY21 Demo Gallery
09
85%
0.22%
Across the A25-54 once a day coffee consumer audience*
24.6%
Consideration Lift
9.7%
Dunkin' FY21
Dunkin’ FY21 Demo Gallery
10
0.29%
Unaided Brand Awareness Lift
Across the once a day coffee consumer audience*
Unaided Brand Awareness
Across the male audience*
GumGum recommends the below to help increase performance even further:
Leverage In-Screen Expandable to drive reach and awareness
Include added value Kantar Millward Brown studies on all campaigns to help provide additional campaign learnings
Include images of dogs, cats & coffee cups (when relevant) within the creative, to help educate the audience further on what the products are (this will increase performance both from a CTR perspective and on MWB studies)
11
Julie Wolf VP, Sales Julie@gumgum.com
Erica Wertheim Sales Director ewertheim@gumgum.com
Owen Chen Manager, Client Solutions owen@gumgum.com
Uday Pandya Manager, Ad Operations Uday@gumgum.com
Courtney Olsen Jr. Account Manager colsen@gumgum.com
Angie Wong Ad Operations Specialist awong@gumgum.com
Ariana Citron Strategic Growth Partner ariana@gumgum.com
