ShowHeroes and GumGum team up to transform contextual digital advertising

This interview originally appeared on Insider LATAM. Read the original in Spanish here.

The partnership will allow GumGum to offer its advertisers access to ShowHeroes’ premium video advertising space, reaching over 2 billion unique users per month. Ilhan Zengin, CEO of ShowHeroes, shared his views on the partnership and the Latin American market, highlighting how it has developed remarkable resilience.

In a strategic move that promises to revolutionize digital advertising, GumGum, a contextual advertising platform, and ShowHeroes, a global leader in online video and CTV, announced an exclusive partnership with a particular focus on the US market.

From the start of the partnership, clients will be able to book In-Stream and Out-Stream video formats through managed services, with direct and programmatic booking options available immediately. This partnership significantly expands GumGum’s reach, building on its proven Verity™ service, which promises accurate targeting and maximum brand safety.

Photo: Insider LATAM

Ilhan Zengin, CEO of ShowHeroes, highlighted the importance of this alliance, stating that there are three main ideas behind the partnership: a strong relationship on a personal level between the two companies, technological complementarity, and geographic complementarity of markets.

The collaboration will not only have a positive impact in the United States but will also have significant implications for the Latin American region. Zengin mentioned that, due to the large Hispanic population in the US, there will be an indirect benefit for Latin American publishers and agencies. “We are very strong in Latin America and Europe, while GumGum is very strong in the United States,” he stressed.

On the beginnings of ShowHeroes, Zengin recounted how the company was born in response to the global demand for quality video content. “We started producing a lot of video content ourselves, especially targeting mobile devices,” he recalled. Today, ShowHeroes has 400 employees and operates in 25 markets worldwide.

Regarding the current context of video in advertising, Zengin highlighted the importance of the Latin American region. “Although almost every country in Latin America has its ups and downs, the markets have developed a remarkable resilience. In terms of technology and trend adaptation, Latin America is growing and has a high uptake of advertising,” he said.

He added: “Latin America remains a market with great potential. Although economic challenges are evident, the region has demonstrated a remarkable capacity for adaptation and growth, especially in digital. Adoption of new technologies and trends is high, creating an environment conducive to innovation in advertising”.

He also referred to how ShowHeroes differentiates itself in a competitive market. “We work with all partners, all over the world, and offer the complete solution: reach, targeting, creation, optimization, and reporting, all from a single source.

On competition in the video market, Zengin emphasized the uniqueness of ShowHeroes. “In the OTT and CTV space, there are a variety of offerings, from Netflix to traditional TV platforms. However, what sets us apart is our ability to work with multiple partners and offer end-to-end solutions ranging from reach and targeting to ad creation and optimization. Our holistic approach allows us to provide significant added value to our clients,” he explained.

He reiterated that the alliance represents a crucial step towards a more integrated and efficient future in digital advertising. “We are uniquely positioned to lead the transition to a more contextual and relevant advertising ecosystem. This alliance will enable us to leverage our combined strengths to deliver superior results and meet the evolving needs of our clients around the world.”

With this partnership, GumGum and ShowHeroes reinforce their commitment to innovation and excellence in digital advertising, opening up new opportunities and setting new industry standards.