"Media advertising has always been about grabbing attention and getting your message across. The Velocity format has added an extra dimension to this: it feels organic, not intrusive, and the animations respond seamlessly to how users engage with content. This has lead to a qualitative attention time and even qualitative traffic meaning that it captures audience attention effectively."
(Above GumGum benchmark)
Lidl wanted to raise awareness for its non-food offerings, particularly its fashion line, with a clear goal: build consideration by showing up in the right environments. Working together, Lidl and GumGum leaned into contextual intelligence and creative variety to tell that story across relevant, everyday content.
To deliver on their goals, Lidl used an omnichannel, multi-format mix of GumGum’s Mobile Skins, Desktop Skins, and new Velocity unit, which created a dynamic canvas to tell their story where audiences naturally browsed and engaged.
The campaign centered on meeting Lidl’s audience in mindset-aligned environments, with GumGum’s Mindset Platform™ pinpointing top-performing content categories like Style & Fashion, Food & Drink, and notably, Business & Finance, where Lidl’s message over-indexed by 133% on attention time.
The Velocity format stood out for both reach and performance. As GumGum’s newest high-impact placement, Velocity drove the highest CTRs and longest attention spans in the campaign.
Performance peaked at moments that made sense for Lidl’s category, including Friday and Sunday afternoons, when audiences are more likely to lean into lifestyle content and casual online browsing.
Lidl's campaign proved that a well-executed plan, paired with the right mix of contextual relevance and creative strength, can deliver relevant, above-benchmark results. It showed that Lidl’s fashion message resonates in the right spaces, and that newer formats like Velocity can unlock even more attention along the way.
(desktop)
(above GumGum benchmark)
(1.8s above GumGum benchmark)
(when aligned with Business and Finance Content)
“To diversify our bulk banner campaigns for one of the biggest supermarket chains in Belgium, we recently added some Velocity banners through GumGum. It allowed us to add that extra creativity without any extra hassle. Come up with the idea, deliver the brief and assets et voilà: previews were delivered, finetuned and finalised fast as can be. It gave us a big improvement in CTR and Attention, and creativity and efficiency were met on more than one level.”
“To diversify our bulk banner campaigns for one of the biggest supermarket chains in Belgium, we recently added some Velocity banners through GumGum. It allowed us to add that extra creativity without any extra hassle. Come up with the idea, deliver the brief and assets et voilà: previews were delivered, finetuned and finalised fast as can be. It gave us a big improvement in CTR and Attention, and creativity and efficiency were met on more than one level.”
“To diversify our bulk banner campaigns for one of the biggest supermarket chains in Belgium, we recently added some Velocity banners through GumGum. It allowed us to add that extra creativity without any extra hassle. Come up with the idea, deliver the brief and assets et voilà: previews were delivered, finetuned and finalised fast as can be. It gave us a big improvement in CTR and Attention, and creativity and efficiency were met on more than one level.”
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