The New Frontier of Contextual
Contextual targeting works, but does it scale? GumGum partnered with MAGNA Media Trials to put two approaches head to head: traditional contextual alignment vs. mindset-driven contextual alignment. The findings reveal which strategy reaches new audiences, reshapes brand perception, and drives real growth.
Research conducted by MAGNA Media Trials, Q4 2025.
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Contenido
Context Is a Spectrum
Relevance isn't an on/off switch. Every step toward a better contextual fit boosts ad recall and message retention, and mindset signals help you get closer with every impression.
Scale Without Sacrificing Relevance
Mindset-driven alignment unlocked up to 473% more available inventory versus traditional contextual, without compromising on relevance or brand suitability.
Win Over Undecided Buyers
Among in-market consumers still forming opinions, mindset-driven alignment drove a +23pt lift in brand favorability, more than 3x the impact of traditional contextual.
Reach the Customers You Haven't Met Yet
For consumers who had never purchased the brand before, mindset-driven alignment delivered a +36pt lift in aided ad recall and a +14pt gain in brand favorability, nearly double traditional contextual performance.