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    GumGum integrates Playground xyz’s media portfolio into APAC business

    GumGum has integrated Playground xyz’s media portfolio into its Asia-Pacific (APAC) business to create a suite of AI-powered, advanced contextual ad solutions to help advertisers tap into audience mindset and achieve standout attention rates.

    Playground xyz, acquired by GumGum in 2021, is an attention-based advertising platform that incorporates a raft of creative ad formats. These include Hang Time, Super Skin, and Hoverboard.

    The platform’s media arm in the APAC market and the formats are now fully integrated into GumGum’s fleet of ad solutions. Playground xyz’s APAC media business will adopt the GumGum brand for unification and global alignment.

    Playground xyz’s Attention Intelligence Platform (AIP) will continue as a standalone data solution delivering global attention measurement for GumGum’s media business and the broader industry across Display, YouTube, Facebook, Instagram, TikTok, OLV and more.

    This integration of GumGum’s media businesses in APAC represents the final piece of the rollout of The Mindset Platform, launched in North America and Europe in late 2023. The Mindset Platform combines AIP, GumGum’s media products, and GumGum’s advanced contextual intelligence platform, Verity.

    Sorrel Osborne, head of media of APAC, at GumGum said the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands in an increasingly crowded and distracted digital ecosystem.

    “The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum.

    “Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence,” Osborne added.

    Global pizza brand Domino’s was the first brand to leverage The Mindset Platform for its “50% off” pizza campaign in the United Kingdom. The campaign achieved an average overall return on ad spend of 225% and an additional 3000 hours of attention on one creative element (against control). The campaign won the award for Game-Changing Technology at The Drum Awards for Digital Advertising in 2023.

    The post GumGum integrates Playground xyz’s media portfolio into APAC business appeared first on Mediaweek.

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