Hershey's

Our Valued Partnership

How We Stand Out

Our Brand Safety Engine

Hershey's + GumGum 2020 Highlights

Hershey's + GumGum Creative Gallery

GumGum: Hershey’s Turnkey Partner

New to GumGum for 2021

TABLE OF CONTENTS

Your Dedicated Hershey's Team

Back

+$864K

TOTAL INVESTMENT

# of campaigns

~120M

# of Brands Supported

Total Impressions

OUR VALUED PARTNERSHIP

Back

GumGum’s proprietary artificial intelligence, Verity™, uses natural language processing and machine learning to understand images, text, and video on a webpage with the primary purpose of providing relevant, brand-safe and effective advertising.

Contextual Intelligence Powered by Verity™

GumGum's Verity™ can determine granular content related to your brand, competitors, holidays, events, music, sports entertainment and more across GumGum's premium platform.

Full Page Analysis

Image Classification

Major Event Classification

Brand Safety

Keyword Detection

IAB Tier 1 & 2 Categorization

4A's Safety Framework

Sentiment Analysis

Data shown represents 2019- to date; our larger historical partnership encapsulates $2.8MM in overall spend across the U.S.

The Value of Contextual Targeting

HOW WE STAND OUT

How it Works

• Ice Cream • Best • Standout • Sweet treat • Recipes • Ingredients • Cakes

Natural Language Processing

Food & Wine

Premium Publisher

• Ice Cream • Scoop

Image Recognition

Back

GumGum blocks ads from serving on any negative related and negative sentiment content. Buying with GumGum means tapping into White Ops, for invalid traffic detection, and GumGum’s proprietary technology, Verity™, which ensures impressions are brand safe by analyzing the text and images on every page.

SURROUND POSITIVE CONTENT THROUGH VERITY™

The brand safety solution that GumGum applies across its supply produces such nuanced insights that it’s opening-up quality inventory that less advanced systems could mistakenly block

For example, while a typical keyword-based solution would block all content mentioning ”Coronavirus", GumGum differentiates between negative stories and positive stories

Before serving any ads, GumGum processes publisher pages with the only brand safety technology that combines keyword identification with more advanced machine learning to understand the real substance of both text and images in online content

How GumGum Ensures Brand Safety in 2020

Data shown represents 2019- to date; our larger historical partnership encapsulates $2.8MM in overall spend across the U.S.

Negative Content

Positive Content

OUR BRAND SAFETY ENGINE

GumGum will not run on this content

GumGum will run on this content

Back

HERSHEY's + GUMGUM 2020 PARTNERSHIP

Ad Blocked

Viewability

1.6x higher than the industry average of 56.2%

90%

~3.7x higher than the industry benchmark of ~0.12%

CTR

0.44%

OUR PARTNERSHIP

Hershey’s + GumGum 2020 partnership drove success & efficiencies throughout the 2020 year.

Back

CUSTOM CREATIVE GALLERY

Hershey’s Syrup Ice Cream 2020

Hershey’s Syrup Pancakes 2020

Hershey’s Syrup Milk 2020

Hershey’s Easter In-Screen 2020

Hershey’s Easter In-Screen Frame 2020

Hershey's Kit Kat Halloween 2020

Hershey's Valentine's Day 2020

Hershey's Cookies and Cream 2020

Hershey's Milk with Almonds 2020

Hershey's PayDay 2020

Hershey's Kit Kat Core 2020

Hershey’s Syrup Ice Cream 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

HERSHEY's + GUMGUM 2020 CREATIVE GALLERY

Hershey's Kisses Sugar Cookie 2020

Hershey's Kisses Seasons 2020

View Creative Gallery

Hershey’s Syrup PANCAKES 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s Syrup MILK 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s EASTER 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s EASTER 2020 – In-SCREEN FRAME

Get the most bang for your buck with this 2-in-1 unit! High-impact, mobile ad solution that “frames” device screens, and then collapses into a “sticky” In-Screen unit that remains fixed at the bottom of the screen to allow for re-engagement.

View Creative Gallery

Hershey’s VALENTINe's DAY 2020 – IN-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s COOKIES & CREAM 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s KIT KAT CORE 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s MILK WITH ALMONDS 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s PAYDAY 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey’s KIT KAT HALLOWEEN 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey KISSES SUGAR COOKIE 2020 – In-SCREEN

Stay top of mind during key time periods with this “sticky” In-Screen Solution--remain in view at the bottom of the screen throughout the user's browsing experience to allow for re-engagement.

View Creative Gallery

Hershey KISSES SEASONS 2020 – In-SCREEN EXPANDABLE

This high-impact and visually engaging unit increases the brand’s message visibility through an expanded real estate opportunity. It is fixed at the bottom of the user’s screen and will expand as the user swipes up (on mobile) or hovers (on desktop)

Back

GUMGUM: HERSHEY’S TURNKEY PARTNER

OUR PARTNERSHIP

Drive Efficiencies and ROI with GumGum

GumGum Standard Advantages

GG Standard

Lowered GG Standard and GG Display floors by 15% to drive efficiencies

Premium placement on the page within our In-Image and In-Screen slots, drives 2-3.5x higher than IAB standard performance

Four Hershey’s brands leveraged GumGum Standard in 2020 to boost efficiencies and drive ROI

Back

CONTINUE PARTNERSHIP SUCCESSES IN 2021

SUCCESS IN 2021

Continue...

To leverage the new In-Screen Expandable Unit to drive awareness for more Hershey’s brands in 2021!

Continue...

To drive efficiencies with the lowest rates in market for GumGum Standard & GumGum Display

New!

Tiered partnership rate card for 2021, unlocking additional efficiencies as Hershey’s spends throughout the year

Back

YOUR DEDICATED TEAM

Britt Wallace VP, East Coast Sales britt@gumgum.com

Steph Ringo Strategic Account Manager stephanie@gumgum.com

Ariana Citron Sr. Marketing Strategy ariana@gumgum.com

Kally Lyons Client Solutions Manager kally@gumgum.com

Ian Barbo Sr. Manager, Programmatic ian@gumgum.com

Felix Gil Senior Interactive Designer felix@gumgum.com

Lauren Defranza Design Manager lauren@gumgum.com

Ali Grogan Account Executive agrogan@gumgum.com

Back

FROM OUR TEAM