The Starbucks Network
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Table of contents
What's on the menu
Starbuck's does better with GumGum
GumGum meets Starbuck's needs
Safely maximize the Starbucks message
A valued partnership with Starbucks
#1 in contextual and better than behavioral
Cookie-free with Verity™
GumGum + Starbucks Partnership Rate Card
The contextual future
Your dedicated team
Highly viewable, non-disruptive ads in premium placements.
Performance
Ads that run on content Starbucks deems safe (i.e. no content related to former CEOs or misrepresentations of competitors).
Brand Safety
Compliant, innovative, and agile partners who are at the forefront of new industry developments.
Future-proof
Highly visible, non-intrusive, responsively designed, Award winning Creative placed on quality inventory across all verticals to target page-level content.
Verity™ comprehends the holistic and subtle meaning of text and imagery on a page like a human would to ensure Starbucks' message will not be seen on content that is unsafe, negative, or contains specific names or competitors.
With new and emerging regulations in addition to CCPA and GDPR, GumGum is prepared by offering future-proof targeting and advertising solutions built for a changing media buying landscape.
GumGum Solutions
Starbucks Needs
75-90%
Viewability
ads don’t load until content comes into view
Comscore
250+
1000 sites
GumGum meets Starbucks’ needs
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Verity™ powers our contextual targeting solution. Our differentiating technology analyzes text and images to determine the utmost in contextual relevance and brand safety.
A sophisticated contextual solution
Garner attention and drive above industry benchmark performance.
Custom cross-platform creative formats
Quality inventory across thousands of trusted publisher sites.
Quality inventory
Starbucks does better with GumGum
GumGum offers Starbucks sophisticated contextual intelligence technology, beautiful ad formats across all screens and quality publishers representing all content categories.
Lifestyle
Food & Drink
Entertainment
Full Page Analysis
Using computer vision and natural language processing
Page Safety & Sentiment Determined
Safe overall None of the 9 threat categories detected Positive Tone
Basic Page Analysis
Keword Identified
• Christmas • Movie • Joy to the world • Cheer • Hallmark
Content Categories Indentified
• Entertainment • Holiday • Movies • Season
Characterizes sentiment: Proportion of positive, neutral, negative tone on the page
We use WhiteOps to block invalid traffic, and can layer on 3rd party vendors for additional verification, brand safety, and measurement.
How Verity’s™ brand safety works
Ensure that you don’t miss out on better-performing inventory
Benefits of page-level brand safety
As the pandemic was unfolding, Verity accurately deemed ‘safe’ 67%+ of pages containing a covid-related keyword in the GumGum publisher network.
Safe
Unsafe
With Verity™, an advertiser can steer clear of unsafe content while targeting the most highly relevant inventory.
Unlock safe inventory across verticals
Reach consumers on the most highly relevant and safe inventory that keyword-only solutions would unnecessarily eliminate
Identifies and scores 9 threat categories: Disaster, Drugs, Hate, Illegal, Illness, Sexual, Malware, Obscene, Violence
Determines overall page safety
Leading in contextual, out-performing behavioral
Verity™ is more accurate than competitors, while driving better results more efficiently.
41%
In the same study, compared to behaviorally targeted ads, Verity™ was more efficient.
In a study conducted with SPARK Neuro, contextually relevant ads outperformed.
Lower Cost per Viewable Impression
48%
Lower Cost Per Click
43%
More Neural Engagement
2.2x
More Memorable
Better than behavioral
More accurate
A Dentsu Aegis Network study, overseen by a third party researcher, demonstrated that Verity™ identifies relevant page content more accurately than leading competitors.
69%
View Dentsu study
1
Competitor A
Competitor B
Competitor C
GumGum Verity™
#1 in contextual
0.3-0.8%
75-92%
6-20%
CTR
Engagement
A two year look back at the success GumGum has driven for Starbucks.
Above average performance
View gallery
Investment from 2019 -2021
Campaigns from 2019 -2021
$1.1M+
10
Creative added value from 2019-2021
100K+
Surround or own safe, relevant content related to sustainability morning routines, wellness, and more, cookie-free with Verity™
Using Verity™, GumGum’s contextual intelligence technology, Starbucks can hone in on page-level content that will amplify its brand message, while maximizing reach, efficiency, and performance.
Hone in on content that is trending, heavily trafficked, or will be best for share-of-voice or conquesting
Insight-driven
Unlock inventory across site verticals by using page-level brand safety to determine threats and sentiment
Suitable
Analyze text and image content to ‘read between the lines’ and derive human-like understanding
Page-level
Verity™ machine learning technology adapts to find the most up-to-date terms related to a targeted category
Dynamic
Going Green
Morning routines
The contextual future: Verity™-powered insights
Verity™-powered analysis of all pages in the GumGum publisher network that reference Starbucks, and coffee and tea drinking provides insights that can inform cookieless contextual targeting to surround the most safe and relevant content at the page-level.
Top content categories for Starbucks
Safe page content related to "Fall" using Verity™
Content category insights
Non-Alcoholic Beverages Dining Out Desserts & Baking
Food & drink
Nutrition Wellness Fitness & Exercise
Healthy Living
Personal Celebrations Life Events Restaurants
Events & Attractions
Traffic has been increasing on content related to Non-Alcoholic Beverages, Dining Out, Fitness & Exercise, and Nutrition
Trending
Verity™ hones in on safe content for any category across site verticals, to maximize scale, efficiency, & performance
Suitability
Additional content insights for Starbucks
safe and neutral content detected
100%
positive or neutral sentiment
Sample of sites:
97%
2021 Open Rates
$20.00
$10.00
$12.00
$16.00
2021 Rates
$12.60
$6.00
$10.70
$8.00
$11.00
Units
In-Image
In-Image Frame
In-Image 6s Video Canvas
In-Image Expandable
In-Image Canvas
2020 Rates
$7.00
$9.00
$13.40
$15.00
$14.00
$13.00
$18.00
$7.65
In-Screen Interactive
In-Screen
In-Screen Frame
In-Image Embedded Video
$13.50
$9.50
$3.75
$5.00
$2.55
$3.50
GumGum Standard
In-Screen Expandable
Gumgum Display
$11.70
YOY look at reduced CPMs with GumGum
GumGum Starbucks Partnership Rate Card
YoY Change
-6%
-14%
-20%
-11%
-27%
-36%
-26%
-37%
-28%
-35%
2021 Floor Discount
-40%
-47%
-33%
-31%
-43%
-41%
-44%
-45%
-32%
In-Image Interactive
Ben Plomion
Chief Growth Officer ben@gumgum.com
Catherine DisPasquale
Sales Director, Midwest cdipasquale@gumgum.com
Shelby Parker
Account Director sparker@gumgum.com
Lauren Kurth
Sr. Account Manager lkurth@gumgum.com
Ian Barbo
Lead Programmatic Solutions ian@gumgum.com
Ryan Kirk
Programmatic Solutions Manager rkirk@gumgum.com
Kelcie Hartrich
Strategic Marketing Specialist kelcie@gumgum.com
Michael Tomkinson
Client Solutions Manager mtomkinson@gumgum.com
Your dedicated Starbucks team at GumGum
Thank You!
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