Google Enhances Multi-Screen Display Ad Capabilities: New Ad Formats, New Tools and Implications for Advertisers

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Google Enhances Multi-Screen Display Ad Capabilities: New Ad Formats, New Tools and Implications for Advertisers


Within the next few months, Google will be rolling out new ad formats and tools that will change how advertisers create mobile ads. With mobile advertising expecting to reach over $3.7 billion this year (eMarketer), these updates from Google will likely grow its mobile ad revenue significantly. Google’s updates will consist of four ad formats and three new tools that will enable advertisers to create one ad that functions seamlessly across multiple screens. These formats and tools will be available through the Google Display Network (GDN), AdMob and DoubleClick. The updates will create a better experience for both advertisers and users, as advertisers will now be able to reach more devices and consumers, while users will be served more compelling and attractive ads. NEW AD OFFERINGS Mobile Lightbox Engagement Ads

  • What it is: A high-impact ad unit capable of hosting video, games or other visually engaging content. Consumers engage with the ad by hovering over it, transforming the ad into a full-screen viewing experience.
  • What’s new: Soon to be available in the AdWords Ad Gallery, the Mobile Lightbox Engagement Ads will be able to repurpose existing content across multiple screens and devices by automatically changing the content into HTML5.

IA_1

 *image from adwords.blogspot

TrueView Ads

  • What it is: A popular video display ad format running on the GDN and YouTube
  • What’s new: TrueView Ads are already running in the AdMob network through gaming apps, but soon Google will be making more of the AdMob network available to run TrueView ads across all app types

IA_2*image from adwords.blogspot

Magazine Style Text Ads

  • What it is: An existing ad format for mobile websites that are text ads which Google converts into display-like ads, or a “magazine style format”
  • What’s new: This magazine-style display ad will now be available on the AdMob network. All GDN text ads will be eligible for this update.

IA_4*image from adwords.blogspot

Anchor Ads

  • What it is: Anchor Ads are a new display ad format that will lock at the bottom of users’ mobile screens as they scroll through content on a webpage until the ad is manually dismissed. The least visual of the new ad formats, Anchor Ads are a simple strip of text ad that include a hyperlink to a brand’s site.

IA_3*image from adwords.blogspot

NEW TOOLS & CAPABILITIES To make it easy for advertisers to leverage the full capabilities of the new ad formats, Google is introducing three new tools that will help advertisers take existing ads and repurpose them across multiple screens and devices. Auto-Resizing Tool: This is a tool for the GDN; it will take images and automatically resize them to fit the screen and device that the content is being viewed on Flash-to-HTML5 Converter: This tool is for the GDN and DoubleClick Campaign Manager.  When Flash isn’t supported on a certain device or screen, a HTML5 version of the ad will automatically be created and served to users instead of the previous static default image. Build HTML5 and In-app Ads: This tool will be available in DoubleClick Studio Layouts- Google has expanded the number of HTML5 and in-app formats. Now, advertisers can upload existing content into ad templates which will work on mobile devices. IMPLICATIONS for ADVERTISERS

  • Grow Reach with Less Ads: Brands can now spend less money and time on creative assets as Google’s new tools will automatically repurpose and resize images to fit the screen of the device it’s being viewed on. This will allow advertisers to allocate more time targeting the right audience and optimizing performance instead of managing separate ads in different formats.
  • Efficient Cost Model: Typically advertisers pay for display ads on an impression, or cost-per-view base. Google’s new ad formats support an efficient payment model for advertisers as they will only pay when a consumer engages with their ads, either by hovering over the ad or clicking on the ad.
  • User Experience: Create more engaging ads that provide users with a better experience as they move across screens and devices. Google’s new tools will ensure users are seeing the most appropriate content based off of the device or screen size.
  • Elevate Performance: More engaging ads drive better performance. Display ads typically see low click-through rates, seeing one click every 1000 impressions. More compelling ad formats will likely drive incremental clicks and conversions on display ads.

With the investment in display ads expected to grow largely in 2015, Google’s updates are a clear move to help advertisers achieve better performance from existing ad creative and content, thus helping justify the investment in display advertising versus other marketing channels. For more information on Google’s new ad formats and tools, please contact your Performics Account Team today


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