L'Oréal Paris continues to make great strides in the digital marketing world, with the latest advancement seeing the beauty giant sign up as the first brand to use GumGum technology. GumGum technology works to place advertising on publisher sites by tracking the web history of consumers.
Let’s say you’re browsing articles about hair care. If you’re reading something about curly hair, we can see that,” explains GumGum founder and CEO Ophir Tanz. This piece of information is then paired with personal details that consumers leave online, in which GumGum can target specific advertising to individual interests.
GumGum helps to create relevant adverts by targeting online images, giving brands and publishers the opportunity to advertise to the right consumer. L’Oréal has utilised the technology to advertise various hair care lines across more than 1000 news and entertainment sites based on the hair colour of women in photos.
I think what we’re seeing today is a very, very basic version of what online advertising will be like in the future,” says Tanz. In-image ads work because they get seen, appearing on contextually relevant images, in-line with editorial content where a consumer’s attention is actively engaged.”
