GumGum Announces “Contextual Calendar”. Revitalize contextual use in the market by clarifying contexts that tend to attract public attention and interest.
Based on the analysis results of our own function, we will support the introduction and utilization of contextual methods in corporate annual communication by announcing the contexts that are relatively attracting more attention throughout the year and the timing.
GumGum (Headquarters: California, USA, CEO: Phil Shraeder, hereinafter GumGum), a global leader in contextual advertising, has released the report “GumGum Contextual Trends Calendar,” which summarizes the contexts that tend to attract people’s attention and interest throughout the year. did.
The company possesses context analysis technology (MRC authentication technology*) that understands images and languages, and by using this function, what kind of contextual web content will increase in the world and attract people’s attention and interest? can be predicted as a trend. The purpose of this report is to support the introduction and utilization of contextual methods in corporate annual communication activities by forecasting and disclosing contexts that attract a lot of attention and are expected to be effective in advertising as monthly “hot trends.” I’m doing it.
Report image 1
All web content can be categorized** into different contexts based on its content. In addition, the number of contents for each context fluctuates monthly depending on the season and events. For example, before and after the Rugby World Cup, the volume of articles in the context of “sports” increased, and people’s attention and interest increased as a “hot trend.”
About context analysis method by GumGum
By using context analysis technology (MRC authentication technology) that understands images and languages, GumGum can predict trends in what kind of context articles will increase in the world and attract people’s attention and interest. I can do it. In addition, it has been confirmed that advertising effectiveness (CTR, etc.) increases by distributing advertisements with appropriate content according to these trends (in-house research***).
About the Contextual Trends Calendar
GumGum forecasts and publishes monthly “hot trends” as a “context trend calendar”, and picks up the contexts that attract high attention and are expected to have advertising effects as monthly trends. By providing materials for assuming the monthly trend context in advance, we support various companies to incorporate the perspective of context into their annual communication (advertising and public relations) activities and to more actively utilize contextual methods. I’m going to go. GumGum plans to publish a new contextual calendar each quarter. Report image 2
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* Advertising media technology officially certified by the Media Rating Council (MRC), a media quality certification body in the United States. GumGum’s contextual analysis technology is Content-Level Accreditation For Contextual Analysis, Brand Safety and Suitability certified.
** GumGum uses in-house developed AI technology to classify context based on the page category classification set by the Interactive Advertising Bureau (IAB), the Internet advertising standards body. ***Based on advertising performance within the GumGum network. In addition, GumGum has partnered with MAGNA, Lumen Research, Forrester, Dentsu Aegis Network, etc., and regularly verifies and confirms that advertisements with content that matches the context of the
distribution destination are highly effective. increase.
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