Burger King beefs up motion advertising

Burger King Germany has achieved a 119% uplift in attention in a test campaign featuring a new motion-led ad solution

Burger King Germany used GumGum’s scroll-reactive display Velocity to craft a series of animated ads that would generate brand awareness and drive increased CTR across mobile and desktop platforms.

With the help from Velocity’s expanded real estate – a space that’s 25% greater than non-collapsing competitors – Burger King Germany generated a 119% increase in Attention Time, with 0.80% CTR and over 93% viewability.

Paula-Isabelle Stahlhut, team lead brand marketing at Burger King Germany, said: “For us, this is an optimal mix of integrating an ad into the viewer's reading flow without being too promotional and without being too disruptive with our brand message. Instead, we want to attract attention where the target group is receptive to our brand topics and actively engages with the product."