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GumGum: Contextual ads valued over identity-based spots

Summary by The Desk

Roku offers a line of streaming hardware and smart TV sets. (Courtesy photo) With video advertising expected to account for a growing segment of marketing spend in the coming years, one market intelligence firm said brands and ad agencies need to focus more on the type of ads they’re buying as much as the messaging in their campaigns. GumGum made the case with a new survey that evaluated responses from 3,000 consumers in the United States, Canad…

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exchangewire.com

GumGum Study: 94% of Consumers Across the US, UK & Canada Prefer Contextual Ads Over Identity-Based Ads

Video advertising spend will account for 86% of new display dollars over the next three years, according to an eMarketer forecast. However, a significant disconnect remains between how ads are delivered and what truly resonates with consumers. GumGum, the leader [...] The post GumGum Study: 94% of Consumers Across the US, UK & Canada Prefer Contextual Ads Over Identity-Based Ads appeared first on ExchangeWire.com.

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