# GumGum and Invincible Entertainment announce partnership on new CTV ad integration
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-05-26
Category: NEWS
Category URL: https://financedigest.com/category/news
Meta Title: GumGum and Invincible Entertainment Partnership: Elevating
Meta Description: GumGum and Invincible Entertainment join forces to offer a new calibre of ad experiences in the fast-growing CTV space. Learn more about this unique
URL: https://financedigest.com/gumgum-and-invincible-entertainment-announce-partnership-on-new-ctv-ad-integrationhtml

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**London, UK – May** **26th** **, 2022 –** GumGum, a contextual-first global digital advertising platform, announced a partnership with OTT streaming service provider [Invincible Entertainment](https://www.invincibleent.com/about-invincible), signalling a unique collaboration aimed at delivering a new calibre of ad experiences in the fast-moving CTV space. The partnership will combine GumGum’s In-Video product with Invincible’s vast catalogue of CTV inventory across its O&O FAST Networks and flagship streaming television platform [Galxy TV](http://www.galxy.tv), allowing opportunities to maximise video revenue with an innovative and user-friendly solution.

GumGum’s In-Video ad unit is activated via its proprietary SSAI (server-side ad insertion) software purpose-built for overlaying ad creatives into the content of VOD and FAST streams. This allows brands to capitalise on a new generation of CTV viewers in a non-intrusive setting; users can keep watching their show while an ad appears in a corner of the screen with messaging that is creatively woven into the video content that they’re consuming.

“GumGum is thrilled to work alongside Invincible to improve their users’ viewing experience without sacrificing monetization by reducing the amount of traditional ad breaks—rather we replace them with overlay ads,” says Ken Weiner, Chief Technology Officer at GumGum. “Our tech contextually analyzes scheduled ad avails and our ad server then chooses suitable [advertisements for the user at that moment in time to be placed across](https://www.financedigest.com/alphabets-miss-fans-inflation-fears-across-digital-advertising.html "Alphabet’s miss fans inflation fears across digital advertising") Invincible’s genre-spanning CTV content.

As demand for CTV continues to spike across all major ad markets, non-interruptive [experiences are likely to play a leading role in future video](https://www.financedigest.com/video-collaboration-is-pushing-the-boundaries-of-the-customer-experience-in-financial-services.html "Video Collaboration is pushing the boundaries of the customer experience in Financial Services") strategy for advertisers and streamers alike. Historically, livestream advertising has been problematic for the ad ecosystem because of the risk of interrupting vital broadcast moments (for example, a goal in a sports match), but overlay ads bypass this issue, while maximising brand compatibility in real-time.

“Our new [integration with GumGum has the potential to transform how advertisers reach](https://www.financedigest.com/renault-to-reach-its-goal-on-integrated-electric-vehicles-chain-before-2030-ceo.html "Renault to reach its goal on integrated electric vehicles chain before 2030 -CEO") audiences in streaming environments. GumGum’s lower third ads have been so successful that we have been using them exclusively on our ad supported VOD titles resulting in a marked decrease in drop offs during ad breaks and a vastly [improved viewing experience](https://www.financedigest.com/improving-customer-experience-through-broadening-your-mobile-offering.html "Improving customer experience through broadening your mobile offering") for our users,” says Thomas Ashley, CEO at Invincible Entertainment. “Streamers now have the opportunity to build revenue around valuable inventory in AVOD CTV in a robust and meaningful way, and this [partnership makes it possible to deliver](https://www.financedigest.com/how-partnerships-fuel-fintech-innovation-and-help-banks-deliver-a-better-customer-experience.html "How Partnerships Fuel Fintech Innovation and Help Banks Deliver a Better Customer Experience") free ad supported programming to our users uninterrupted. CTV monetization can be rapidly, contextually, and creatively scaled and the [user experience](https://www.financedigest.com/rabobank-to-monitor-the-real-time-experience-of-every-customer-and-user-for-all-services.html "Rabobank to monitor the real-time experience of every customer and user for all services") is second to none. It’s a win-win.”

GumGum [launched its In-Video ad unit](https://www.gumgum.com/press-releases/gumgum-launches-new-ott-video-ad-unit) in March of last year. This ad solution is available to [streaming platforms](https://www.financedigest.com/lending-stream-builds-leading-edge-credit-platform-with-fico-analytic-software.html "Lending Stream Builds Leading-Edge Credit Platform with FICO Analytic Software") and streamers like Invincible, and inventory is offered to agencies and advertisers in a beta program.

For more information, please reach out to [pr@gumgum.com](mailto:pr@gumgum.com).

**About GumGum**

GumGum is a contextual-first global [digital advertising platform that captures people’s attention](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time"), without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and [safer future](https://www.financedigest.com/smarter-safer-stronger-cybersecurity-is-now-critical-to-digital-future.html "Smarter, safer, stronger cybersecurity is now critical to digital future") for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 [markets worldwide](https://www.financedigest.com/intracranial-pressure-monitors-market-is-set-for-a-potential-growth-worldwide.html "Intracranial Pressure Monitors Market is Set for a Potential Growth Worldwide"). For more information, please visit [www.gumgum.com](http://www.gumgum.com).

**About Invincible Entertainment**

Invincible [leads the new wave](https://www.financedigest.com/three-waves-of-fintech-disruption-leading-trends-for-the-year-ahead.html "Three waves of Fintech disruption: Leading trends for the year ahead") of independent film production and distribution. Invincible is an [industry pioneer in OTT streaming technology](https://www.financedigest.com/five-industries-benefiting-from-multi-carrier-sim-technology.html "Five Industries Benefiting from Multi-Carrier SIM Technology") and distribution having built some of the earliest streaming services and the technology that powers them over a decade ago. Today Invincible [operates multiple SVOD platforms and linear FAST TV Networks](https://www.financedigest.com/how-can-network-operators-monetise-television-quickly-and-effectively.html "How can network operators monetise television quickly and effectively?"), spanning multiple genres. Invincible’s flagship streaming television [service Galxy TV, is the first streaming service to pay](https://www.financedigest.com/best-paying-jobs-in-finance-consumer-services.html "Best Paying Jobs in Finance Consumer Services") its users to watch movies and TV. Invincible’s vast catalogue of content includes popular animation brands, television and [award winning](https://www.financedigest.com/the-real-reasons-why-winning-business-awards-is-good.html "The Real Reasons Why Winning Business Awards Is Good") festival films that we distribute on a global platform.

**This is a Sponsored Feature**


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