Observed Signal · Aug 28, 2026 · Product Launch · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Connected TV (CTV) & OTT Market: 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.
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.
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