Lidl Gets Dressed Up with High-Impact Creative

Viewability for Velocity

94%

CTR for Desktop Velocity

1.99%

Average Attention Time Across Entire Campaign ‍(Above GumGum benchmark)

3.9s

Challenges

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.

Methodology & Strategy

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.

Performance & Results

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.

Finding Lidl’s Audience

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.

Audience Engagement

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.

94%

viewability for Velocity

1.99%

CTR for Velocity (desktop)

3.9s

of Overall Campaign Attention Time

1.19%

CTR for Mobile Skin

4.8s

Attention Time for Desktop Velocity

133%

better Attention Time

“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.”

Eli Evens

Head of Media, IO Digital