In a movie universe populated by larger-than-life heroes, our creative focus turned to what makes Ant-Man different: his microscopic size.

Just as we began concepting ideas for our Ant-Man campaign, our creative team developed its proprietary scroll-reactive ad technology enabling ad creative to change in sync with a user's natural scrolling motions while consuming content. This was a natural fit for showing how Ant-Man could shrink and grow at will. We combined this technology with our side-kick placement to create a first-to-market unit that gave users the ability to interact with Ant-Man easily within their content experience without interrupting it. This less-intrusive placement was a win-win for publishers and users unhappy with ad units that block content.

To achieve scale, the ad ran from June 30th-July 19th, 2015 across a wide-array of media within our high-end editorial marketplace. Sites included ET, Extra, J-14, Elite Daily, Complex, Hollywood Reporter, Billboard, Comic Vine and more.

The performance was huge:

• 2x benchmark Universal Touch Rate

• 1.4x benchmark In-View Time

• 1x benchmark In-View Rate

• 1.2x benchmark Click-Through-Rate

• An “Excellent” score as assessed by MOAT Analytics

• Over-delivery on impressions

• Ant-Man grossed $57MM on it’s opening weekend!