GumGum Launches New OTT Video Ad Unit

GumGum, a global technology and media company specializing in contextual intelligence, has released its In-Video product, which it calls “the first scalable overlay ad placement for streaming video environments.”

Phil Schraeder, GumGum CEO, said: “This new ad unit is a game-changer for CTV and OTT and for all of us as consumers. With this In-Video overlay unit, publishers have access to video inventory they haven’t had before and brands have the opportunity, for the first time, to reach consumers without disrupting the content they want to be watching. We have seen an overwhelming amount of interest for this product already, as our pilot program is basically sold out.”

Inspired by the lower-third TV promos that news sites typically use, this new overlay ad placement puts the user experience first by providing a “better, less intrusive way to deliver brand messaging across streaming inventory.” GumGum’s patent pending Server Side Ad Insertion (SSAI) technology allows overlay ads to be inserted post-production, directly into the streaming video, giving viewers the ad experience without ever leaving what they came to watch. GumGum and Digiday research found that 45% of industry professionals say consumer demand for non-interruptive experiences will heavily impact video strategy in the future.

While many companies are testing technology to place overlay ads within video environments, GumGum says this is the first that gives advertisers a true scalable option to purchase user-targeted ads in real-time, post-production, either via a programmatic or direct buy. This offering is available with CTV apps AXS.TV, Zone.TV, VideoBridge and ACW TV. GumGum said it will continue to grow the offering this year through partnerships with key streaming providers and expand beyond video-on-demand into live linear TV.