GumGum, an AdTech company specializing in providing a contextual analytics intelligence platform, has launched an innovative mobile ad format called "Hang Time" in Germany, Belgium, and the Netherlands.

Hang Time is a full-screen inline ad in the middle of an article with an interactive scrolling timeline. It displays 9:16 video within a 1,000-pixel footprint. Because of its "hanging" appearance, the ad stays on the screen longer than other full-page units, providing ample space and time for creative storytelling. 

The company claims that Hang Time is particularly effective when used as part of its Mindset Platform, where advertisers such as Domino's have reportedly seen significant returns on ad spend and increased click-through rates. 

Analyst Quicktake : GumGum's Hang Time builds on its Mindset Platform by leveraging advanced contextual targeting, attention measurement, and optimization solutions. The Mindset Platform combines GumGum's high-impact media products with its cookieless contextual targeting platform, Verity, and Playground xyz's Attention Intelligence Platform (AIP). This integration enables advertisers to deliver ads to audiences with the right mindset for the message, increasing attention, improving results, and boosting ROI.