Observed Signal · Nov 24, 2025 · Campaign · Source: Adzine · Impact: 3/5 · Sentiment: Positive
L’Oréal Paris Boosts Engagement with Innovative Contextual Campaign
Gum Gum operates a contextual advertising platform called Mindset Platform that bundles Creative, Contextual and Attention capabilities and uses deep learning and natural language processing to analyze image, video, audio and text for high-impact formats across Display, Native, Video and Connected TV. In a campaign for L’Oréal Paris, Gum Gum deployed Desktop Skin and Hang Time, with the Mindset Graph tracking Attention Time in real time to optimize creative output and contextual placement. Nadine Kamski, Media Director DACH at L’Oréal, stated the campaign could be optimized in real time using attention data. Attention Time measures how long a viewer actively looks at an ad, reaching up to 4.5 seconds in this campaign, about three times higher than standard desktop formats. Spontaneous brand recall was 68% and aided recall 86%, with strongest attention in Food & Drink and Home & Garden. Results were benchmarked against internal norms for industry attention values; a direct A/B comparison with parallel ads is not specified.
Demonstrates real-time attention-based optimization and context-driven placement in a major brand campaign.
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Key Takeaways & Evidence Grounding
- Gum Gum's Mindset Platform bundles Creative, Contextual and Attention capabilities to power high-impact formats across Display, Native, Video and Connected TV.
- L’Oréal Paris campaign used Desktop Skin and Hang Time formats.
- Mindset Graph analyzes Attention Time in real time to optimize creative delivery and contextual placement.
- Attention Time reached up to 4.5 seconds, up to three times higher than standard desktop display formats.
- Spontaneous brand recall was 68% and aided recall 86%.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Gum Gum Pushes Contextual CTV Targeting Over Demographics
In an interview with Adzine, Niklas Sonnenschein of German AdTech firm Gum Gum argues that in Connected TV (CTV) advertising, the user's current context and mindset matter more than classic demographic targeting. He emphasizes that screen size alone doesn't guarantee an effective ad contact; measurement should go beyond view-through rates to include brand lift and attention metrics. Gum Gum recently launched three new attention-grabbing CTV formats in Germany that bring existing social videos—including vertical formats—to the TV screen without requiring new creative assets. The company's 'Mindset Graph' combines in-video and contextual understanding, historical attention data, and usage signals like device and time to determine receptivity. The technology currently delivers ads contextually, using first- and third-party audiences in pre-analysis. Gum Gum collaborates with streaming and FAST providers, device manufacturers, and publishers, including DAZN, Pluto, Samsung, LG, Funke, and CNN. Sonnenschein argues that silos between CTV, online video, and display cause frequency inefficiencies and advocates for moment-based targeting.
Hightouch Names Matthew Lubeck General Manager EMEA
Hightouch, a leader in data and AI for marketing, has appointed Matthew Lubeck as General Manager for EMEA. Based in London, Lubeck will lead all go-to-market functions across the region as Hightouch drives adoption of agentic marketing. The company reports over 100% growth in each of the past two years and recently closed a $150 million Series D. Hightouch already has offices in London and Paris, native-speaking teams across multiple European markets, and a new team in Dubai. Lubeck brings 20 years of experience, having previously launched and led Amperity's EMEA business and held leadership roles at L'Oréal and Estée Lauder. Hightouch's platform supports EU data residency and runs inside customers' data warehouses, with clients including Accor, HelloFresh, Currys, and Telenor.
Heineken Combines Attention and Brand Lift Metrics
Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.
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