Rollaway Ads — the pull-to-read ad format for brands tired of banner blindness

Rollaway Ads is an interactive web advertising medium. Instead of a banner that scrolls past, every ad on Rollaway is delivered as a physics-simulated paper sheet that the visitor physically pulls out of a 3D dispenser. Tear it off and another dispenses automatically. The result: full-screen brand impressions, measurable interaction on every serve, and recall numbers that make traditional display look like noise.

An interactive ad format built for indie DTC, SaaS, and creator brands

Rollaway Ads is built for brands that have a visual story and an attention problem — coffee roasters, skincare lines, furniture studios, indie SaaS, notebook makers, newsletter operators. If your product photographs well and a 300×250 banner can’t do it justice, this is the format for you. Each Rollaway sheet is a 1040×2600px full-bleed canvas with hero image, headline, subhead, four product bullets, CTA, QR code, and footer — all hand-crafted to your brand.

How the dispenser works

The dispenser is rendered in WebGL with a Verlet cloth simulation running at 60 frames per second. The user clicks or touches the emerging paper, drags it down, and reads the full sheet. On mobile and tablet the sheet also responds to device tilt via the gyroscope, so the paper sways naturally as the device moves. When the visitor releases or tears the sheet, an impression and dwell-time event are logged, and a fresh sheet dispenses from the slot.

Why this beats traditional display advertising

• Un-skippable: the ad is the page; there is no banner to scroll past.
• Active engagement: every serve is also a pull gesture, so attention is measurable.
• Full creative real estate: 2.5× the height of a standard mobile screen for storytelling.
• Tactile dwell time: typical sessions hold the sheet 6–12 seconds before release.
• First-party tracking: impressions, dispenses, clicks, and conversions all logged via Supabase.
• Mobile-first: works flawlessly on iOS, Android, iPad, and desktop.

Pricing and pilot programme

Rollaway Ads is currently in pilot. The first ten brands accepted into the rotation get a free two-week slot with no contract. After the pilot, slots are sold weekly per publisher with CPM-based pricing. Email brands@rollawayads.com to apply.

Frequently asked questions

What is Rollaway Ads?

Rollaway Ads is an interactive paper-dispenser advertising format. Visitors pull a physics-simulated paper sheet from a 3D dispenser; the sheet is a full-screen brand ad. Tear it off and another dispenses.

How is this different from a banner ad?

Banners are passive; Rollaway requires a deliberate pull gesture. Every served ad is also an interaction, so engagement, dwell time, and recall are dramatically higher than IAB-standard display formats.

What kind of brands is this for?

Indie DTC consumer brands, boutique physical-goods brands, indie SaaS with visual products, newsletter and media brands. The format favours strong visual identity and a story worth a full-screen sheet.

How do I run an ad?

Email brands@rollawayads.com with your brand name, hero image, headline, and destination URL. Pilot brands get a free two-week slot. After approval the ad is live within 24 hours.

Does it work on mobile?

Yes. The dispenser is fully touch-driven and responds to device tilt via the gyroscope. iOS, Android, iPad, and desktop are all supported.

How is performance tracked?

Every impression, dispense, click, and conversion is logged server-side via Supabase. Brands receive a dashboard link with daily metrics.

Contact

Questions, partnerships, press: brands@rollawayads.com