In-image advertising company GumGum has launched a bigger, more attention-grabbing ad unit — one that it says is the industry’s first in-image takeover.
The company is calling the new unit the Canvas, and it’s launching the first ads with digital agency Moxie as part of a campaign promoting The Rocket Mascara from L’Oreal’s Maybelline unit. When an image first loads up with the ad, the mascara actually flies across the picture, then there’s a quick ad that takes over the entire image space, and it finally settles into a more standard GumGum banner at the bottom. You can see a sample ad here.
I’m guessing non-Rocket ads aren’t going to copy that specific animation, but you can imagine other ads following a similar format, taking over the image for a few seconds and then shrinking into a normal banner. And yes, GumGum founder and CEO Ophir Tanz said this “works really nicely on mobile,” too.
Tanz added that GumGum can launch a unit that’s more aggressive than the company’s previous banners, because publishers are becoming more comfortable with in-image advertising and trust GumGum not to anger their readers.
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