01

The Mindset Matrix™: The Blueprint
for the Future of Digital Advertising
Capturing a person’s active frame of mind through a
combination of creative, context and consumer attention.

Table of Contents
01

EXECUTIVE SUMMARY

02

INTRODUCTION

03(THE RIGHT) CONTEXT + (THE RIGHT) CREATIVE= CONSUMER ATTENTION

MindsetMatrix™

04(THE RIGHT) CONTEXT + (THE RIGHT) CREATIVE= CONSUMER ATTENTION

The environment
in which adeffectivenessdevelops.

05(THE RIGHT) CONTEXT + (THE RIGHT) CREATIVE= CONSUMER ATTENTION

06

THE MINDSET MATRIX™

07

CONCLUSION

Matrixnoun

The cultural,social, or politicalenvironment inwhich somethingdevelops.

noun

EXECUTIVE SUMMARY

The future of digital advertising lies intapping into the mindset of consumers.
In a world where data privacy is essential, digital advertising is coming down tocapturing a person’s mindset — and that’s a good thing. It’s a better experience for
consumers because ads can meet them in the moment they are ready to receive a brand’s message
rather than stalking them around the internet and delivering ads based on their past behavior.
Capturing a consumer’s mindset means having the ability to understand the frame of mind or moodsomeone has in that very moment and then delivering the optimal ad experience.

The Mindset Matrix™ is a blueprint for the future of digital advertising and how
advertisers will be able to tap into a consumer's frame of mind and deliver relevant, engaging andeffective ads without the use of personal data. The Mindset Matrix™ is made up of threecomponents:

02
CONTEXTCREATIVE

ATTENTION

01
03

01

02

03

Puts the right ad in theShows relevant

Captures the resonance

Each is independently

right context (place, time,creative andof different creative on

important, but together cannear a related topic etc.),

optimizes it to

the same article andunlock the future of digitaland increases ad

maximizemeasures time spent

advertising, leaving no needrelevance.

engagement.

with an ad.

for the cookie or the use of
personal data.
02

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INTRODUCTION

The Perfect Storm
It’s not an overstatement to say thatthe free ad-supported internet is in
the throes of an existential crisis.

Ad fatigue is real. People are tuning out
digital ads that lack personalization — and arecreeped out by ads that follow them online.
Taken together, you have a perfect storm of

Cookies, identiﬁers and mobile
IDs are aging out. Long a mainstay of
how targeted advertising works on the internet,
the imminent disappearance of these tracking
solutions is already profoundly affecting every
corner of the digital media and marketing
industry. Apple’s new ad-privacy policy for iOS,for example, has already roiled Meta —and noplatform, publisher or brand is immune.

challenges for advertisers that have come to relyon the ad-supported internet to reach customers.

"With Apple's iOS changes and new regulation in
Europe, there's a clear trend where less data isavailable to deliver personalized ads.”- Mark Zuckerberg, Feb 2, 2022

Trust in Big Tech is cratering.
In 2021, trust in the technology sector dropped
precipitously to an all-time low of 57 out of 100,
according to the Edelman Trust Barometer. The
main reason for this drop is the increasingly
fraught relationship between consumers andtechnology, especially when it comes to data
privacy.

The ‘attention economy’ is here.
Content and advertisements are proliferating at
a pace that outstrips the amount of consumer
attention available. There is simply not enoughtime for people to look at all these ads which inturn makes consumers' attention a scarce andprecious resource.

We’ve spent years collecting data on consumers
to advertise to them. While it’s a practice that has
been lucrative for platforms, people have found it
annoying and sometimes downright intolerable.
While audience targeting gave us insights into
consumers like never before, it's not effective
anymore and won't stand the test of time when it
comes to emerging environments and platforms
or future privacy regulations.
As an industry, we can do better.

Regulation is rising. A patchwork of
new laws from GDPR to CCPA and imminent
new state and EU legislation are forcing muchneeded change, and each of which raises a new
set of compliance challenges for the entire digital
ecosystem.

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SECTION 01(The Right) Context + (The Right) Creative= Consumer Attention
Context matters. The basic premise of contextual advertising is putting the right ad in the right context(place, time, near a related topic etc.) based on the contextual signals within an environment (text, images, video,
and audio). With contextually targeted ads, there is no need to follow consumers all across the internet and rely on
their past behavior. No personal data needs to be stored. You’re instead giving people the power to tell you what
they are interested in at that very moment and delivering an ad that aligns with their speciﬁc interest or need.
Contextual has always been one of the strategies available to marketers and with the latest advancements intechnology, the next generation of contextual is proving that it can be even more accurate and effective as
audience-targeting. And doesn’t require personal data at all. There are two huge innovations in contextual
advertising that are driving this paradigm shift:

01

01

BETTER PROFILING AND CATEGORIZATION OF CONTENT.
Truly understanding the context of an environment requires going beyond

keywords or the url — it requires deep analysis of the signals within an environment: words, images,
video, audio and other available metadata. New AI models for natural language processing and image recognition
that can understand all these signals allow adtech solutions to better identify content that will resonate with thead. If there's video, image, and text in an environment, it can understand each signal separately and then all thesignals together to understand the environment as a whole. This gives advertisers a more nuanced understandingof the content in an environment to better align their ads with.

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SECTION 01(The Right) Context + (The Right) Creative= Consumer Attention
PROOF OF THE RIGHT CONTEXT FOR THE AD.
This is where real-time attention signals and metrics shift the paradigm. Because attention signals
capture consumer interest in an ad, they’re able to kickstart a powerful feedback loop on ad relevance andresonance. Unlike click-through rate (which, at an article level, is too sparse to learn from) or viewability (which is
not a great signal for relevance), attention metrics are now available on every impression and highly correlatedwith ad effectiveness. More on that in a bit.

And while context has
always mattered, it
matters now morethan ever.

CONTEXTUAL
ADS

70%

Increase brand recall 70%

2.2x

Are 2.2x more memorable

10%

Are 10% more engaging
than article content(Sources: The Contextual Edge in the Age of Attention, A Neuroanalytic Study of Contextual Ad Effectiveness and Contextual Advertising 101, GumGum)

Contextual doesn’t just support theenvironments of today (desktop, tablets, and mobile)
but has the capabilities to understand theenvironments of the future. We’re no longer just on
our desktops and tablets or just watching TV. We’reon Pelotons. We’re in multiple apps, playing virtual
games and using smart devices like Apple watches
and Alexas all at the same time. Not to mention
experimenting with new environments like VR, which
is just the start of new and merging digital
environments that we have yet to imagine (we’relooking at you, metaverse).

Context is so powerful, 49% of brandmarketers are looking to contextual
advertising to replace cookies.
Marketers need to stop trying to ﬁgure out who
people are and instead lean into meeting themwhere they are at. The next generation ofcontextual technology gives advertisers the ability
to understand a full digital environment based on
all the signals available to deliver engaging andrelevant ads in real time.
Done right, it’s a win for consumers and theindustry as whole.

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SECTION 02(The Right) Context + (The Right) Creative= Consumer Attention
Context is great but it’s also justone piece of the puzzle. Creative isthe second part of the equationthat is essential to garnering
attention and captivating a
consumer's frame of mind.

Engaging creative in the wrong environment might
miss the moment.
Bland creative in the perfect environment may
miss the mark in captivating someone’s attention.

Data from Nielsen conﬁrms that creative makes
up 47% of ad's success. That’s huge.
You need relevant creative for your ads to work.
The Chicago School of Psychology found thatpeople are exposed to over 6,000 ads a day meaning that getting an ad in front of a person
is only half the battle. The other half is creating
an ad experience that is unique, unforgettable,
and stands out. This comes down to themessaging, visual, and overall how the ad isdisplayed on the page. Does it match the siteaesthetic? Can you shop directly in the ad on the
page? Does it have a chat bot to ﬁnd out more
information? The opportunities to be creative in adigital environment are endless.
Creative can be smarter now with the support ofcontextual and attention. These smart ads
create a cohesive experience between content
and advertisement that enhance the audience's
experience rather than detract from it. These
high-impact ads can do just about anything align with the color scheme of the page, allow
users to shop directly within the content they are
enjoying, display videos and create
one-of-a-kind interactive experiences. Throughthese high-impact ad designs, brands have theopportunity to connect with audiences on a
deeper level by using creative to add someone’s
overall experience. This in turn builds strong
brand recognition and favorability.

When both of these elements
can inﬂuence the other, thatis when we see the true
magic happen. We’ve seenthat when we ﬁnd the
optimal environment to placea high-impact creative,
attention metrics skyrocket.

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SECTION 03(The Right) Context + (The Right) Creative= Consumer Attention

8.3%

2.3s

VIEWABILITY

ATTENTION
TIME

As marketers we intuitively understand that if we put the right ad in front of the right person, in the right place,at the right time we increase our chances of driving ad effectiveness. The problem has always been getting thisinsight back at scale, and that’s where the exciting new world of attention metrics comes in.

Attention Time is deﬁned as the length of time, in seconds, a person actually looks at an ad. It’s ahuman centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As
such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the rightcreative and the right context.

IS ATTENTION TIME THE SAME AS VIEWABILITY?
No. Viewability is whether the ad made it onto the screen for a prescribed length of time and istherefore only the opportunity to be seen. Attention Time is how long the person actuallylooked at the ad. Viewability is largely driven by where the publisher chooses to place the ad.
Attention Time by contrast, is driven by factors like the context and the creative and this makes
it a better signal of ad relevance.
Place an array of ad creatives on the same spot on a webpage and viewability will be relatively
the same but Attention Time will differ more because each creative has different levels of
relevance for that context.

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SECTION 03(The Right) Context + (The Right) Creative= Consumer Attention
Attention time is highly predictive of brand outcomes.
When it comes to attention on ads, more is more. Each extra second someone looks at an ad brandawareness can go up 11% as well as brand recall up to 7%. And, with such ﬁerce competition for this scarce
consumer attention, earning these extra seconds is more critical than ever.
The good news is that if we move past Viewability and focus on increasing Attention Time we can see big
gains:Compared to viewability, Attention Time is 7.5 times more important in driving awareness and 5.9 times
more important in driving recall.

STANDARD IAB FORMATS

More is more. Greater attention time drives results.

11%

7%

7.5x

5.9x

Additional Awarenessfor every extra secondof Attention Time
achieved

Additional Recall forevery extra second of
Attention Time
achieved

More important at
driving Awarenessthan Viewability

More important at
driving Recall thanViewability

AttentionTime

The length of time, in seconds,
a user views an ad.

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SECTION 04

The Mindset Matrix™

02
CREATIVE

01
CONTEXT03
ATTENTION

The truth is, we don’t needto know everything or reallyanything about consumers
to deliver a relevant andengaging ad.

We’ve become so hooked on following people around the internet we’ve overlooked the seemingly simple but
powerful insight that if we can just reach people at the right moment we can deliver amazing results without needing
to know who they are.
To understand and foster these moments we need to truly understand the context of the environment they’re in, haveamazing, relevant creative, and ﬁnally, to measure the attention it receives.

We call this blueprint The Mindset Matrix™, which will deliver what advertisers want without
having to constantly wonder if, where or when they've crossed the line on personal data.

The Mindset Matrix™ is made up of the three areas outlined in this paper: Context, Creative, and Attention. Eachof these individually are important aspects of any ad campaign but when tied together have the opportunity toinﬂuence and inform the other, creating a powerful understanding of a person's frame of mind in each unique
digital environment. The Mindset Matrix™ will give advertisers the blueprint they need to deliver engaging andeffective ad campaigns, in current and emerging environments, without the need of the cookie or anybody's
personal data.

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SECTION 04

The Mindset Matrix™
Here is How it Will Work:

02
01

02

03

The right technology assesses
all the signals within a digital
environment (text, images, video
and audio) and is able tounderstand the environment
and the frame of mind a
consumer might be in fromthese signals.

Based on the contextual signals
a dynamic and engaging ad isselected that matches theenvironment and mindset a
consumer will potentially be inwhile in that environment.

We then use Attention Timedata to measure theeffectiveness of that context
and creative match. If a strong
result (i.e. high Attention Time)
we know a ﬁt has beenachieved and use this insight todeliver the ad to similar
contexts. If there are poor
results (low Attention Time) we
use this to move delivery awayfrom similar contexts.

This model allows advertisers to meet people when they are in an active frame of mind — and the rightheadspace to pay attention and take action --and do so in a way that is cookieless, identity free and future
proof.
As human beings we naturally move in micro-moments, ﬂoating from one topic to another. Digital advertisingshould be able to move with us. While delivering an ad based on something someone looked at three weeks
ago might be a good reminder, it will mostly also be a waste of time and advertising dollars because that
person is no longer in that mindset. Through the Mindset Matrix™, the industry will better align their digitalads with how humans operate and think; driving superior attention and, ultimately, business outcomes.

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CONCLUSION

The Future is About Meeting
People in the Moment

With the right technology,
you can measure attention
time on every impression.

We are in an exciting and transformational era
as an industry. With growing data privacy
regulations and the depreciation of the cookie,
we now have the opportunity to re-imagine
how we connect with people and deliver ads
across current and future digital environments,
without the use of personal data.

By using the Mindset Matrix™ as a blueprint for
the future ahead, advertisers will be able to use
understandings from contextual, creative, andattention technologies to meet people in the
moment they are in and capitalize on thatmoment, reducing media spend on ads that are
no longer relevant or needed.

At the end of the day, as advertisers our goal issimple - to deliver relevant and engaging ads
that capture people’s attention and inspirethem to take action. In a world where people
are constantly bombarded by content and ads,
it will be essential for advertisers to shift how
they deliver their ad campaigns to not only be“in view” but break through the noise andcapture attention.

This presents an opportunity for the industry to
fully embrace the changes ahead and create adigital environment that makes digital advertising relevant, useful and privacy forward.

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About GumGum
GumGum is a contextual-ﬁrst global advertising technology company that captures people’s
attention, without the use of personal data. We believe that a digital advertising ecosystem
based on understanding a consumer’s active frame of mind rather than behavior builds a
more equitable and safer future for consumers, publishers and advertisers alike. Founded in
2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets
worldwide.

To learn more about GumGum’s Contextual Solutions,please email contextualadvertising@gumgum.com

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