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🎡 Music festivals aren't just about the music 🎶. They're about the entire experience. In episode 4 of State of Mindset, James Donovan explains that festival-goers are thinking about the journey, the outfit, the food, the people they’ll meet... the music is often just the bonus. For brands, the opportunity is bigger than a music tie-in. It’s about understanding the full cultural context and showing up authentically in the moments that matter. Because relevance comes from meeting people in their mindset, not reducing the experience to a single passion point.

New research shows that mindset-based contextual can lead to 3X higher brand favorability among in-market shoppers. 🛍️ Check out the full study to learn how mindset can help your brand capture double-digit lifts in brand favorability, and reach out to our team to learn more 👉 https://bit.ly/4eQ9jOm

From taking the stage at MAD//FEST in the UK to setting sail with clients in Chicago, celebrating superhero-style in Belgium, soaking up rooftop sunsets in Atlanta, and getting into the World Cup spirit in NYC, Team GumGum has had quite the summer so far. ☀️🌍 Across every city, we’re connecting with clients, creating unforgettable moments, and bringing Mindset to the world. And we’re only getting started.

We're Growing 🌱 Ready to join a company that's transforming advertising through the power of mindset? Explore our open roles ⬇️ 📍 North America: - Account Director (Sales) - Minneapolis - Sales Director - Boston / New York - Tech Lead, Ad Exchange - Santa Monica - Manager, Account Management - Chicago 📍EMEA - Digital Manager (Sales) - Manchester, England - Associate Account Manager - Brussels, Belgium 📍JAPAC - Account Manager - Sydney, AU Find your next opportunity ➡️ www.gumgum.com/careers.

For years, campaign activation has relied on translating strategy into predefined audience segments. AI creates an opportunity to rethink that process entirely. With the Mindset Agent, advertisers can upload a campaign brief, receive AI-generated mindset segments, refine them based on strategic goals, and activate custom segments directly within The Trade Desk, bringing strategy and activation closer together than ever before. It's another step toward a future where AI doesn't replace marketers; it helps them make better decisions by identifying the moments when people are most receptive to their message. Read more on ADWEEK - https://bit.ly/4fF5Xzn

The magic of mindset is no longer behind the curtain. Meet the reimagined Mindset Portal, now featuring the Mindset Agent, which transforms campaign briefs into custom Mindset Segments you can understand, refine, and activate with confidence. 📝 Start with your campaign, not a category. Turn campaign briefs into custom segments built around your objectives. 🔎 See why it fits. Explore the themes and opportunities behind every segment. 🚀 Activate where you already work. Push approved Mindset Segments directly into GumGum media or supported buying platforms, starting with The Trade Desk. The reimagined Mindset Portal gives brands and agencies a new way to move from campaign brief to activation while preserving the strategy behind every campaign. Learn more in our latest blog: https://bit.ly/3RbOepO

Stay tuned for tomorrow's announcement that takes mindset to a whole new level! You won’t want to miss this. 👀 ✨

🤔 Are you a brand interested in growth and conquesting? Mindset is your answer. New research shows that mindset-based contextual drives higher ad recall than traditional contextual among those who have never purchased a product. Download the full study at the link in the comments. 👇

We don't make decisions in the same mindset all day. So why do marketers still treat consumers like they do? In the latest episode of Mindset Snapshots, The Weather Company's Jessica de los Santos joins GumGum CEO Marcus Startzel to explore why understanding consumer psychology goes far beyond demographics or AI alone. 🌤️ How weather, emotion, and context shape decision-making. 🧠 Why every purchase has a psychological component. 🤝 What great partnerships and great marketing have in common. Watch the full conversation here ➡️ https://bit.ly/4yvtHh5

When consumers hit reset on their health goals, Quality Meat Scotland's brand, Make it Scotch, and the EssenceMediacom Scotland team Anna Fong, Kayleigh Mills, and Beth Sutherland saw an opportunity to join the conversation. By aligning red meat messaging with health and wellness mindsets, the campaign reached audiences when they were most receptive, turning contextual relevance into standout performance. 🚀 1.20% CTR on Velocity ⏱️ 4 seconds of Attention Time on Hang Time 🏆 Above-benchmark CTR across every ad unit The campaign is another great example of how reaching consumers in the right mindset can drive stronger attention, engagement, and results. Make it Scotch proved that healthy conversations start long before consumers reach the supermarket. Read the full case study ➡️ https://bit.ly/4pa1JmL