B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
4%
4% -- brand favorability lift for contextual video targeting (2024)
Contextual video targeting drives a 4% increase in brand favorability.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
4%
Unit
Percentage
Data Vintage
2024
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
GumGum and MAGNA Media Trials
Primary
Tier A
https://es.gumgum.com/guides/mindset-matters-ipg-magna-media-trials ↗
Source Article
MINDSET MATTERS: Deconstructing Contextual Video | The Impact of Contextual Video Targeting | GumGum
Mentalidad
La mentalidad importa:
Deconstructing Contextual Video
New Research Highlights the Importance of Consumer Mindset in Contextual Targeting
GumGum partnered with MAGNA Media Trials to test the impact of contextual video targeting, and identify any differences between the use of metadata onl…
Original Research
GumGum and MAGNA Media Trials
· Original study ↗
Methodology
Test vs control randomized panel study by GumGum and MAGNA Media Trials
Methodology documented
Segmentation
IndustryMedia
RegionUS
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
contextual video targeting: 4% brand favorability lift. Source: GumGum and MAGNA Media Trials (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/contextual-video-brand-favorability-lift
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<blockquote cite="https://lighthousedata.io/data/contextual-video-brand-favorability-lift" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4%</strong> -- brand favorability lift for contextual video targeting<br><small>Source: GumGum and MAGNA Media Trials (2024) · <a href="https://lighthousedata.io/data/contextual-video-brand-favorability-lift" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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