Display advertising has long been dominated by standard formats — effective, but often predictable. At GumGum, we’ve always believed in pushing creative boundaries. Our high-impact formats have set us apart, but even our legacy In-Screen unit deserved a bold evolution to meet today’s rising expectations. Enter Velocity: a reimagined display experience designed to maximize attention, drive deeper engagement, and move with your audience — literally.
Originally launched in Australia in 2023, Velocity has been thoroughly redesigned for North America and EMEA. It’s not just an upgrade. It’s a transformation built for the way people browse today.
What is Velocity?
Velocity is a scroll-powered, attention-driven display format that reacts to user behavior. It activates animation as people browse content across desktop and mobile. Built to disrupt passive scrolling without being disruptive, it combines strong creative design with a user-first experience.
Meet the mindset of viewers with contextual relevance:
- Made for the scroll-happy, pushing users to actually play with responsive features.
- Built not just to be noticed 85% of independent testers enjoyed the experience.
- Bold on entry, polite on exit with a 75% bigger expand than past formats and a 25% larger collapse than others.
Velocity doesn’t just look bold. It’s built to perform. This format engages people intuitively, not interruptively.
What Our Users Are Saying
We didn’t just build Velocity. We tested it, refined it, and validated it with real users. In independent research with over 200 participants:
- 96 percent rated Velocity as “attention-grabbing.”
- 85 percent said they enjoyed the experience.
- Over 70 percent found it unobtrusive, even as it made a strong impression.
It scored a combined 83 percent on noticeability and unobtrusiveness. That’s a rare achievement for any ad format. Users even gave it strong positive sentiment, including:
- +11.67 toward publishers running Velocity.
- +12.17 on their willingness to engage.
One participant summed it up perfectly:
“I freaking love it. I love how when you scroll, it bounces. Like, normally I find ads kind of annoying.”
Built for Today's Browsing Behavior
If you're aiming to cut through the noise with a format crafted for movement, attention, and genuine engagement, Velocity is your opportunity. Whether you’re a media buyer, brand strategist, or creative leader, now’s the time to lean into a format built for the way we browse today.
It appeals to:
- Media planners and buyers seeking a seamless upgrade that fits within standard RFPs and delivers strong performance.
- Creative strategists looking to make storytelling more interactive and immersive.
- Brand marketers who want to leave a lasting impression, especially in high-impact verticals like automotive, CPG, retail, entertainment, and luxury.
With current pricing aligned to our In-Screen Expandable format, transitioning to Velocity is easy. And as performance data continues to grow, it opens the door for future suite-based pricing strategies.
What's Next
Velocity officially launches on June 24 in North America and EMEA. At launch, it will be available for direct and programmatic buys. Performance reporting will include:
- Impressions
- Clicks
- Attention time
- Interaction rates
GumGum is committed to the ongoing development of Velocity, with plans to enhance its features and reporting capabilities. Later this year, we will introduce video support in Velocity. We are also exploring the integration of our Creative Attention Tracker (CAT) reporting feature. This innovative tool provides visual, data-driven reports that highlight overall engagement benchmarks as well as specific areas within an ad that capture above-average attention. These reports will help brands and agencies better understand which creative elements resonate with users and which do not.
