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GumGum, the startup that pioneered in-image internet advertising without jarring viewers

GumGum, the startup that pioneered in-image internet advertising without jarring viewers - See more at: https://mediajobs.com/#sthash.niShHYnt.dpuf

Job­bing busi­ness devel­op­ment man­agers are ful­ly aware that good online adver­tis­ing sales are born on the back of cre­ative verve and tech­no­log­i­cal inno­va­tion. Brand engage­ment plat­form GumGum has a thing or two to teach Adland about both. When artist and tech­no-geek merge Found­ed in San­ta Mon­i­ca in 2007 by its now CEO Ophir Tanz, the start­up now has offices in New York, Chica­go, Detroit, San Fran­cis­co and the UK. All of which tells the savvy busi­ness devel­op­ment man­ag­er that it boasts some­thing worth pay­ing atten­tion to. Tanz’s fas­ci­na­tion with pho­tographs and his exper­tise as a com­put­er sci­en­tist, cross-fer­­til­ized one anoth­er to devel­op pro­pri­etary image recog­ni­tion and tar­get­ing tech­nol­o­gy capa­ble of click-through rates 20 times greater than tra­di­tion­al ad net­works. And this was before images took off in a huge way, cour­tesy of ini­tia­tives like Insta­gram and Snapchat. Essen­tial­ly, GumGum con­verts pho­tographs into inter­ac­tive expe­ri­ences by over­lay­ing them with Flash, ban­ner or text ad units, which appear as the mouse cur­sor touch­es the image. Back in 2007, pho­tos were appear­ing on the Net ubiq­ui­tous­ly, but Tanz believed that peo­ple “didn’t real­ly know what pho­tos were about.” He told Forbes mag­a­zine in a recent inter­view: “In order to lay­er a ser­vice on…

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