14 DAY TRIAL // Just in time to counter Facebook’s new ad platform, Google has announced that it is developing a new portfolio of display ad formats and tools for advertisers. These can be used across the Google Display Network, AdMob and DoubleClick and have been designed specifically for mobile.
The new products will be released in the coming months, although Google hasn’t exactly expanded on the topic.
The company states that mobile devices offer a new canvas for advertisers to connect with consumers. Some of these marketers have taken to shrinking their existing ads rather than putting together new ones or editing them to specifically fit mobile devices.
Marketers discovered that, frequently, their existing display ads were not able to run on mobile devices and mobile browsers, which is why there’s a need for a new generation of display ads.
These were specifically built for mobile devices. “Engagement Ads use your existing brand assets to automatically create engaging rich media ads in HTML5 that run seamlessly across devices and screens. The ads will dynamically resize to fit any ad size, making them quick-to-create, and you only pay when users engage,” Google’s Jonathan Alferness, director of product management, writes in a blog post.
Video ads for the AdMob network were also created. TrueView ads have been running on the platform already, especially across gaming apps. In the coming months, however, they will roll out broadly across more apps in AdMob.
“With TrueView, your ads can reach consumers while they engage with their favorite apps. Plus, you only pay when a user chooses not to skip your ad,” Google notes, trying to lure marketers in.
There’s also a new anchor ad format that keeps the banners fixed as you scroll through a page. These can be dismissed at any time by the users.
There’s also a magazine style text ad format that was previously launched for mobile websites. These have now extended as an interstitial in-app format for the Admob network, “bringing the glossiness of print magazine ads to the ease and practicality of a text ad.”
Additional tools for marketers
Google is also making some new tools available for marketers. For instance, there’s an automatic resizing tool for image ads, interactive HTML5 backups when Flash isn’t supported, and an easy-build tool for HTML5 and in-app rich media ads that come with 29 pre-made formats.
“With these new tools and formats, we’re making it easier for advertisers to develop beautiful display ads that just work, regardless of screen or device, ensuring a better experience for both consumers and brands,” Alferness writes.
