GumGum, along with media agency Mindshare, partnered with the global research company On Device Research (ODR) to measure the impact of contextual advertising versus broad targeting for the KFC campaign.
For the contextual part of delivery, GumGum used its contextual intelligence technology, Verity™, that uses natural language processing and computer vision capabilities, to align KFC’s Gravy Burger Box Meal with highly relevant Christmas content. GumGum’s contextual engine Verity™, scanned thousands of web pages across its network of premium publishers, including Marie Claire, Empire, Grazia and Woman’s Weekly, placing the KFC creatives alongside premium Christmas content – such as gift guides, recipes and family-related content.
Secondly, GumGum ran the KFC ads against the same network of premium publishers, this time without identifying contextual relevance – to determine if and how contextual intelligence made the difference.
Insights & strategy
02
02
Full Page Analysis
Using computer vision and natural language processing
Keword Identified
• Christmas
• Food
• Cooking
• Dinner
• Roasting
Content Categories
Indentified
• Cooking
• Holiday Shopping
• Sales & Promotions
• Gifts
Page Safety &
Sentiment Determined
Safe overall
None of the 9 threat categories detected
Positive Tone
Basic Page Analysis
GumGum selected two of its most eye-catching ad products to amplify messaging around KFC’s Gravy Burger Box Meal.
The In-Screen Embedded Video merges high-impact display with video, for greater scale and viewability. The
In-Screen Animation On Scroll is user-initiated, and highly engaging. Both products are linked to the KFC page on the Deliveroo site to encourage purchase intent.
The Animation On Scroll Unit brought the opportunity for a fun creative moment for GumGum, too. KFC wanted to do something imaginative with its gravy graphics, so – in a first for GumGum’s creative team – designers came up with the idea for users to “pour” the gravy over the KFC burger as part of the animation. As the users scrolled down the page, the gravy would cascade over the box meal – bringing to life KFC’s festive special in an enticing way. Both creatives were applied to both targeting segments within the campaign.
In-SCREEN EMBEDDED VIDEO
In-SCREEN ANIMATION ON SCROLL
Activation
03
03
This top-of-mind awareness metric is significant because it’s hard to achieve. It’s a tall order to not only enter the consciousness of a target audience, but also do so to the extent that you are the very first brand that they think of. The ODR analysis showed a spike in top-of-mind awareness that was directly attributable to Verity’s contextual technology – surfacing the KFC creatives in highly-relevant content settings that were compatible with the theme of Christmas.
Contextual targeting also amplified awareness of the Gravy Burger Box Meal by 12% among exposed groups: doubling the increase in the other targeting strand, and delivering a result that exactly ties with the KFC brief to raise awareness of its festive special.
Results elsewhere were equally strong. Consideration of KFC saw a +15% lift due to the ads, while intent to purchase increased by 7% – both outperforming ODR norms of +2%, based on over 700 comparable projects. These convincing campaign wins for KFC were also mirrored by a softening of purchase intent amid key competitors such as McDonald’s and Burger King, according to ODR data.
MOAT results from the campaign were also impressive, showing a 16.21% engagement rate for contextual targeting, versus 13.16% non-contextual targeting. All in all, a delicious outcome for KFC’s Gravy Burger Box Meal, served up by the powerhouse that is Verity™, GumGum’s contextual intelligence tech.
Up 19%
Top-of-mind awareness
metric
12%
KFC saw
a +15% lift
due to
the ads
engagement
rate for
contextual targeting
Results
04
04
The ODR study indicated a runaway success for contextual targeting in powering up GumGum’s contextual intelligence technology, Verity™ to the KFC campaign. Spontaneous awareness was up 19% for those exposed to the gravy burger ad in a contextual setting – versus 2% in those exposed without contextual applied.
16.2%
19%
Source: On Device Research & Moat
