With video advertising spend projected to account for 86% of new display dollars over the next three years, a gap still exists between how ads are delivered and what resonates with consumers. GumGum, a leader in contextual-first advertising technologies, has released findings from a survey of 3,000 consumers across the U.S., U.K., and Canada, shedding light on audience preferences for video advertising.

Consumer Insights from the Survey

The study highlights a growing demand for contextually relevant and privacy-conscious advertising:

• 94% prefer contextually relevant ads over those based on browsing history.
• 42% find ads aligned with their current interests the most valuable.
• Over one-third prioritize privacy, while another third value both privacy and relevance equally.
• 80% are more likely to engage with ads that match the content they are viewing.
• 55% say short, concise, and contextually relevant video ads are the most memorable.

GumGum’s AI-Powered Approach to Video Advertising

To meet the growing demand for non-intrusive and engaging ad experiences, GumGum has launched the Mindset Graph™. This AI-driven technology analyzes billions of data points to match ads with consumer context and mindset in real time.

Through advanced contextual analysis at both the page and video level, GumGum’s video solutions—instream, outstream, and overlay formats—deliver high-quality ad placements that align with viewer interests.

"Let’s face it: online video experiences today aren’t working, and video is only becoming more prominent," said Ken Weiner, Chief Technology Officer at GumGum. "Advertisers are facing poor ad performance, wasted impressions, and growing viewer dissatisfaction. To put an end to this pattern, we're using AI to analyze the billions of data points within the GumGum Platform™ every day to better understand the digital environment and mindset a consumer is in so that they want to watch the ad instead of skip it and move on."

Commitment to Brand Safety & Suitability

GumGum ensures high-quality video ad placements while maintaining brand suitability standards. It remains the only independent ad tech platform to achieve MRC content-level accreditation for contextual analysis, brand safety, and suitability across display, mobile web, and CTV.