YOC, a Berlin-based mobile-first ad tech company, has introduced an advertising format featuring a reactive scrolling function.

The Sticky Scroller, available to purchase through YOC’s VIS.X programmatic platform, provides the user with the ability to control the advertising content through scroll activities, meaning animations, effects, and videos can be adapted to the scrolling behaviour of the user. It is supported by all mobile browsers and only uses around 30 per cent of the screen, while remaining in the visible area of the user but not hindering surfing activity, according to the company.

“We are always faced with the challenge of combining the visibility of an advertising format with a positive user experience. Users tend to scroll quickly, so we implement a technology that can do both: Bring the user into an active role and noticeably improve visibility,” said Dirk Kraus, CEO and founder of YOC.

The YOC Sticky Scroller has already been used globally by media agencies representing Fanta, DEVK insurance, and Abarth.