Observed Signal · Aug 28, 2026 · Product Launch · Source: Meedia · Impact: 3/5 · Sentiment: Positive
GumGum expands into CTV with three new formats
Ad-tech company GumGum has launched three new Connected TV (CTV) creative formats — Recast, Surround and Sidecar — designed to adapt existing video and social assets for streaming environments without requiring new productions. Recast converts vertical/social-first videos into 16:9 CTV creatives; Surround adds branded visual space around the video (enabling interactive or shoppable experiences); Sidecar places supplementary brand or product information alongside a central video. GumGum says the formats are now available globally, with recent rollouts including Japan, Germany, the Netherlands, Belgium and France. The move complements GumGum's existing CTV inventory (standard video, In-Video formats and Pause Ads) and ties into its contextual-targeting strategy and prior MRC accreditation work discussed in US trade press.
New CTV creative formats enable reuse of social and vertical assets for streaming, lowering production barriers and advancing contextual CTV offerings — relevant to advertisers, agencies and publishers though industry adoption remains uncertain.
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Key Takeaways & Evidence Grounding
- GumGum announced three new CTV/online video formats: Recast, Surround and Sidecar.
- The formats are designed to adapt existing video/social assets for streaming without producing new commercials.
- GumGum says the formats are available worldwide; recent additions include Japan, Germany, the Netherlands, Belgium and France.
- Recast converts vertical (9:16) social assets into 16:9 CTV creatives; Surround adds peripheral branded space enabling interactive/shoppable elements; Sidecar places supplementary information alongside the hero video.
- GumGum already offers CTV-standard video, In-Video formats and Pause Ads and positions the launch within its contextual-targeting strategy.
Connected Companies & Entities
10 Entities mapped“The ad-tech provider GumGum is expanding its portfolio for Connected TV and online video.”
“MediaPost reported as early as 2023 on the MRC accreditation of GumGum's procedures for analyzing Connected TV content.”
“DataReporter GmbH manages consent identification cookies and tracking infrastructure for web services.”
“CloudFlare provides security and performance services utilizing session and tracking cookies.”
“Google analytics cookies are integrated on media platforms to measure user engagement and traffic.”
“HubSpot handles session management and marketing automation tracking cookies.”
“LinkedIn cookies assist with professional network analytics and B2B advertising attribution.”
“WordPress uses testing cookies to verify functional site operations for visitors.”
“DataDog tracks application performance and user session metrics for digital platforms.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Gum Gum Pushes Contextual CTV Targeting Over Demographics
In an interview with Adzine, Niklas Sonnenschein of German AdTech firm Gum Gum argues that in Connected TV (CTV) advertising, the user's current context and mindset matter more than classic demographic targeting. He emphasizes that screen size alone doesn't guarantee an effective ad contact; measurement should go beyond view-through rates to include brand lift and attention metrics. Gum Gum recently launched three new attention-grabbing CTV formats in Germany that bring existing social videos—including vertical formats—to the TV screen without requiring new creative assets. The company's 'Mindset Graph' combines in-video and contextual understanding, historical attention data, and usage signals like device and time to determine receptivity. The technology currently delivers ads contextually, using first- and third-party audiences in pre-analysis. Gum Gum collaborates with streaming and FAST providers, device manufacturers, and publishers, including DAZN, Pluto, Samsung, LG, Funke, and CNN. Sonnenschein argues that silos between CTV, online video, and display cause frequency inefficiencies and advocates for moment-based targeting.
GumGum Study: Only 4% of UK Marketers Value Behavioural Data
A new study by GumGum, the contextual intelligence company, reveals that only 4% of UK marketers consider behavioural data as key to advertising effectiveness. The study indicates a significant shift toward context and mood-based advertising strategies, as brands increasingly prioritize privacy-friendly methods. This shift is driven by the deprecation of third-party cookies and growing privacy regulations. GumGum positions this research as evidence for the growing importance of contextual targeting and mood-based advertising. The findings suggest that marketers are moving away from traditional behavioural targeting towards understanding the consumer's immediate mindset and environment.
New Report: 83.6% of marketers say Mindset outperforms. So why do most still default to identity?
GumGum highlights a new report showing 83.6% of marketers believe mindset advertising outperforms identity-based targeting, and features new press releases on mindset advertising adoption in Australia, UK, and US.
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