Google Spruces Up Mobile Advertising for Brand Marketers
Mobile advertising is showing strong growth, but Google isn’t 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 “successful ads” 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.
“Many marketers started out by shrinking down their existing display ads for mobile, but this didn’t always make for a great consumer experience,” Alferness said. “They 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.”
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 to the bottom of the screen when a user scrolls down the page. Users can dismiss the ads at any time. Finally, the magazine-style text ad format that was first launched for mobile Web sites is now available as an interstitial in-app format for the AdMob network that Alferness said brings the glossiness of print magazine ads to the ease and practicality of text ads.
A Key to Growing Revenue
Google also rolled out new tools to make existing ads mobile-ready, which will be available over the coming months. Three new tools convert existing ads into versions that look good on multiple screens and devices: an auto-resizing tool for the Google Display Network; Flash-to-HTML5 conversion tools for the Google Display Network and DoubleClick Campaign Manager; and the ability to build HTML5 and in-app rich media ads quickly with 20 new templates.
Greg Sterling, Vice President of Strategy & Insights at the Local Search Association, told us getting more brand dollars into mobile -- not just direct response money -- is a key to growing revenue not just for Google but for the industry as a whole.
“Mobile is a great branding medium but hasn't been used that way by most advertisers,” Sterling said. “Indeed, there's a gap between consumer adoption of mobile and marketers' ability to match and capitalize on that behavior.”
Posted: 2014-10-03 @ 11:33am PT
How is this any different from what Airpush and other ad networks better than AdMob have already been doing more effectively for a long time now?
Posted: 2014-10-02 @ 5:07pm PT
Spruce up? More like "effectively imitate" what better ad networks like Airpush, MM, and Tapjoy have been doing for a long time now. Google doesn't innovate in mobile ads any more. It catches up by following the lead of others.