Was looking for a flight status on a travel portal and this ad wasted my time :). The positioning was perfect for me to loose focus on what I was supposed to be doing there.

This is how it looked to me, when I stopped what I was doing and strayed making me want to see more of what was hiding.

Involuntarily the mouse pointer was hovering over the hidden items to make an effort to pull it out. But I did not have to. It changes itself to show more of what is hidden.

What attracted were the hidden gadgets and not the message on top about international roaming.

Most of the times its one way, we see what is being shown. This created an interest and interacted without one having to click and wait for more information to load.