Google Spruces Up Mobile Advertising for Brand Marketers

Mobile advertising is showing strong growth, but Google isnEUt taking anything for granted. The search engine giant is working to make its mobile advertising paradigm more attractive to brand marketers.

Specifically, Google is getting ready to roll out new mobile display ad formats and tools across the Google Display Network, the AdMob Network and DoubleClick that promise to make it easier for advertisers to build what the company deems EUsuccessful adsEU that work across screens.

Jonathan Alferness, Director of Product Management for Mobile Display Ads at Google, noted that mobile devices offer a new canvas for advertisers to connect with consumers, but painting on this canvas has not always been easy.

EUMany marketers started out by shrinking down their existing display ads for mobile, but this didnEUt always make for a great consumer experience,EU Alferness said. EUThey also discovered that frequently their existing display ads were not able to run on mobile devices or on mobile browsers. But now, a new generation of display ads is changing how advertisers engage with consumers on mobile devices.EU

Exploring New Ad Formats

With that in mind, Google made its announcements. One of the most interesting new display ad formats coming to market in the next few months are mobile lightbox engagement ads that leverage existing brand assets to create engaging rich media ads in HTML5. Alferness explained the ads will dynamically resize to fit any ad size and advertisers only pay when users engage.

Although TrueView ads have already been running on gaming apps in the AdMob network, Google will roll out these units in more apps in the coming months. TrueView lets advertisers reach consumers while they engage with their favorite apps -- and advertisers only pay when users choose not to skip their ads.

As its name suggest, with the anchor ad format the ad stays anchored...

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Google Spruces Up Mobile Advertising for Brand Marketers

Mobile advertising is showing strong growth, but Google isnEUt taking anything for granted. The search engine giant is working to make its mobile advertising paradigm more attractive to brand marketers.

Specifically, Google is getting ready to roll out new mobile display ad formats and tools across the Google Display Network, the AdMob Network and DoubleClick that promise to make it easier for advertisers to build what the company deems EUsuccessful adsEU that work across screens.

Jonathan Alferness, Director of Product Management for Mobile Display Ads at Google, noted that mobile devices offer a new canvas for advertisers to connect with consumers, but painting on this canvas has not always been easy.

EUMany marketers started out by shrinking down their existing display ads for mobile, but this didnEUt always make for a great consumer experience,EU Alferness said. EUThey also discovered that frequently their existing display ads were not able to run on mobile devices or on mobile browsers. But now, a new generation of display ads is changing how advertisers engage with consumers on mobile devices.EU

Exploring New Ad Formats

With that in mind, Google made its announcements. One of the most interesting new display ad formats coming to market in the next few months are mobile lightbox engagement ads that leverage existing brand assets to create engaging rich media ads in HTML5. Alferness explained the ads will dynamically resize to fit any ad size and advertisers only pay when users engage.

Although TrueView ads have already been running on gaming apps in the AdMob network, Google will roll out these units in more apps in the coming months. TrueView lets advertisers reach consumers while they engage with their favorite apps -- and advertisers only pay when users choose not to skip their ads.

As its name suggest, with the anchor ad format the ad stays anchored...

Comments are closed.