All GG-Legacy Features

When touching on the scope of our creative capabilities this refers to special requests that go beyond the standard design and animation of GumGum's proprietary ad units. Please keep in mind, there are certain features that cannot be applied to all unit types.

Best Practices & Examples

In this section, designers can explore all different kinds of creative capabilities, review recommended unit types and best practices as well as get inspired by examples from past campaigns or prototypes.

Scroll

• Description: When the user scrolls on a webpage, additional animation plays within the ad unit.
• Recommended Unit Type(s): In-Screen (not recommended for In-Screen Expandable).
• Best Practices: Requires clear direction or storyboard from the client. This can only be applied to In-Screen units, both desktop and mobile. Do not start the scroll animation with little to no content within the ad. We highly recommend starting with a short intro animation where most of the ad's components are present on a background. Then as the user scrolls down other elements such as colors, imagery and/or taglines can be swapped out or change. Then elements such as product images and/or taglines can swap out or change as the user scrolls down. We also recommend 3 to 4 frames, (maximum 5 frames) where the elements are animating on scroll.
• Technical Execution: Please refer to Interactive Scroll documentation.

DEMO example(s)

Carousel

• Description: The user swipes or clicks arrows for additional content similar to a slide show or gallery.
• Recommended Unit Type(s): In-Screen/In-Image (can also be applied to expandable units).
• Best Practices: Requires clear direction or storyboard from the client. This can be applied to any unit, both desktop and mobile. Unit starts with a short intro animation where all ad components are present with a background then as the user swipes or clicks through, other elements such as colors, imagery and/or text can change up. We also recommend 3 to 4 frames, (maximum 5 frames), where the elements are animating.
• Technical Execution: Please refer to Interactive Carousel documentation.

DEMO example(s)

Slider

• Description: The user drags a slider button in the ad which reveals an image or graphic hidden within a mask
• Recommended Unit Type(s): In-Screen/In-Image (can also be applied to expandable units).
• Best Practices: Requires clear direction or storyboard from the client. This can be applied to In-Screen/In-Image (as well as expandable units). Functions on both desktop and mobile. We recommend a maximum of 5 frames, where one element is changing.

DEMO example(s)

Scrollable Text

• Description: A scrollable text box is included within the ad unit. Typically requested by Pharma clients.
• Recommended Unit Type(s): In-Screen or In-Screen Expandable
• Best Practices: Requires full text document from the client. This can only be applied to In-Screen units, both desktop and mobile but more than one scrollable text box on a single unit is not recommended. The text box should auto-scroll (unless requested otherwise) and allow the user to scroll when the cursor is mousing over.
• Technical Execution: Please refer to Scrollable Text (ISI) documentation.

DEMO example(s)

API Integration

• Description: Dynamic content within a unit via external data source
• Recommended Unit Type(s): In-Screen/In-Image
• Best Practices: Requires client to supply desired API and credentials. For retail clients, need external data source to ensure daily product offerings daily based on store availabilities. Can also be used in conjunction with Click2Cart functionality.

DEMO example(s)

color Matching

• Description: Matches ad creative to the color on screen. Dynamically adjusting the color of the ad based on the image on-screen is also possible but more difficult to execute in practice.
• Recommended Unit Type(s): In-Image only
• Best Practices: Requires CV Support and Color List from the client.

DEMO example(s)

countdown

• Description: Implements a real-time countdown clock within an ad unit to inform users of an upcoming deadline, release date or an announcement.
• Recommended Unit Type(s): In-Screen
• Best Practices: Requires date and time from the client. Countdown clock should be present on both desktop & mobile layouts.

DEMO example(s)

Dynamic Responsiveness

• Description: Dynamically pull in weather condition or time of day directly within the ad unit based on the user's location.
• Recommended Unit Type(s): In-Screen/In-Image
• Best Practices: Requires API connection to weather app. List of weather that can be tracked can be found here. Creative can be dynamically served in the adserver based on time of day.

DEMO example(s)

expandable accordian

• Description: Content within the ad unit is divided into narrows slices which then expands when a user hovers over it on desktop. On mobile devices, the accordion is removed and instead, the images display as a slide show animation. Great for showcasing multiple products in one unit.
• Recommended Unit Type(s): In-Screen Expandable
• Best Practices: Requires images to be used on each slide and landing page click-outs for each. Max of 4 slices or cards and a minimum of 3.
• Technical Execution: Please refer to Expandable Accordion documentation.

DEMO example(s)

FACIAL recognition

• Description: Includes the use of GumGum's proprietary platform to analyze an any given image within our inventory for certain facial landmarks such as eyes, noses, smiles, etc. Please note anything outside of facial recognition would required weeks of training models to detect those particular proprieties.
• Recommended Unit Type(s): In-Image/Canvas
• Best Practices: TBD

DEMO example(s)

gamification

• Description: Any game that is interrogated within the ad unit and requires a higher level of engineering than most of creative capabilities.
• Recommended Unit Type(s): In-Screen Expandable
• Best Practices: Brainstorm with client is highly encouraged.

DEMO example(s)

hoVERspot integration

• Description: Within the unit there are multiple hoverspots, max of 3 or 4. When a users hovers their cursor over a specific area within the unit and it activates a new animation.
• Recommended Unit Type(s): In-Screen Expandable (desktop-only)
• Best Practices: Consider simple animations where minimal text is added or changes.
• Technical Execution: Coming soon

DEMO example(s)

hotspot integration

• Description: Within the unit there are multiple hotspots. When users click on each hotspot it then provides a deeper dive into each product, feature, etc.
• Recommended Unit Type(s): In-Screen Expandable
• Best Practices: There can be a max of five hotspots. We do not recommend customizing the "+" buttons within the template other than changing the color. Everything including the hotspots should be "clickable" and setting the cursor as the pointer icon.
• Technical Execution: Refer to Hotspot Integration for more information.

DEMO example(s)

hotspots with 3d assets

• Description: Within the unit there are multiple hotspots. When you click on each hotspot it then zooms in on that item and allows you to experience 3D view. Requires 3D assets from clients which is uncommon.
• Recommended Unit Type(s): In-Screen Expandable
• Best Practices: TBD

DEMO example(s)

Decisions paths (Quiz/Poll)

• Description: Features a quiz or polling ("this or that") for the user to engage with the ad unit. Only supports two, 2-answer questions, max 4 possible results.
• Recommended Unit Type(s): In-Screen
• Best Practices: Requires client to supply copy and/or storyboard for each stage. Clients may request a redo button so the user can go back to the first stage, keep in mind that this is not required by default.

DEMO example(s)

IN-Unit Shoppable (with c2c function)

• Description: Functions much like an ad unit with multiple CTAs but with an emphasis on showcasing three products within a single ad unit. This does not click out to a lightbox, instead the user would click a product to add to their cart.
• Recommended Unit Type(s): In-Screen/In-Image Expandable
• Best Practices: Requires product images and landing page click-outs for each.

DEMO example(s)

Shoppable Lightbox (carousel or custom navigation)

• Description: Upon clicking an ad unit, users are driven to a custom lightbox(es) showcasing multiple product offerings that are clickable for more information or add to cart. Shoppable units can be used in conjunction with Click2Cart functionality.
• Best Practices: Client demos do not include functioning Lightbox to start. We highly recommend getting client approval on the statics before proceeding to animation/production.

DEMO example(s)

social integration

• Description: Integrate a social network API to pull data directly from a social platform within an ad unit.
• Recommended Unit Type(s): In-Screen Expandable or Lightbox
• Best Practices: Requires client to supply desired API and credentials.

DEMO example(s)

Lightbox with multiple videos

• Description: As oppose to a standard Lightbox which only features one video, we can create a video gallery within a custom Lightbox unit. One video would sit at the for front while other videos sit underneath in as thumbnails, being queued up to play next. When the user clicks through the other videos they pop up to the main spot.
• Best Practices: This usually requires raw video files and not YouTube links. Please note that Lightboxes are generally not recommended for Programmatic.

DEMO example(s)

Lightbox with multiple click-outs

• Description: Includes 3-5 separate click-outs or a quiz within a Lightbox unit.
• Best Practices: Requires client microsite or GumGum build microsite to host. Please note that Lightboxes are generally not recommended for Programmatic.

DEMO example(s)

lightbox with microsite

• Description: Integrates an existing client microsite within a Lightbox unit.
• Best Practices: Please note that Lightboxes are generally not recommended for Programmatic.

DEMO example(s)

NEarest location

• Description: Displays the address closest to a user's location within the ad unit and if the user were to click the unit, it automatically redirects them to Google Maps for directions. Requires a minimum spend of $75K, $2 CPM.
• Recommended Unit Type(s): In-Screen (preferably mobile-only)
• Best Practices: Client must provide list of Map URLs or locations, preferably full addresses.

DEMO example(s)

map integration (tap to map)

• Description: Includes a "tap to map feature" to drive audiences directly to a map showcasing where they can buy the product or find a store near them. Great for QSR, or CPG driving to super markets and client looking to increase foot traffic.
• Recommended Unit Type(s): Lightbox
• Best Practices: Client must provide list of locations, preferably coordinates but will accept full addresses. Client demos do not include functioning Lightbox to start. We highly recommend getting client approval on the statics before proceeding to animation/production.

DEMO example(s)

Multiple Tune-ins

• Description: A single ad unit that displays one date at a time and will automatically change dates and CTA's based on inputted start and end dates. For example, an ad for a tv show would promote the premiere date, when to tune-in as well as the date of the season finale. The ad stays the same but the copy for the dates would change throughout the duration of the campaign flight.
• Recommended Unit Type(s): In-Screen/In-Image
• Best Practices: Requires list of dates from the client. Typically we build one version for the initial client review and maintain edits for that version until the client approves design and animation. Then we can proceed to set up the other tune-in dates.

DEMO example(s)

multiple CTAs

• Description: Contains more than one call-to-action within a single ad unit. Best implemented if a client has multiple KPIs but only wants to include one creative version. This feature can also be used as an alternative solution to the In-Unit Shoppable without a Click2Cart function, showcasing up to three products or categories within a single ad unit. This does not click out to a lightbox, instead each product would click out to a landing page with more information on that product.
• Recommended Unit Type(s): In-Screen/In-Image
• Best Practices: Requires a list of URLs from the client, one for each CTA.

DEMO example(s)

360 interaction

• Description: In the collapsed state of the ad unit, a user can click on a button labeled "360 view" where it then expands to showcase the products 360 experience.
• Recommended Unit Type(s): Canvas
• Best Practices: Requires client to provide very specific assets such as equirectangular and cubic image formats for 360 viewer.

DEMO example(s)