The mobile advertising market has been having trouble capturing audience size and increasing customer interactions primarily because of its inability generate consumer friendly ads. Google is trying to change that with their new advertising formats.
The company has adopted the look and feel of TV format ads, which can include videos, large scale pictures, and stimulate immediate customer interaction. Google has come up with 4 unique media ads that mimic the audience's interactions when watching television ads. Google is planning to have different ads show up when the user is at a strategic break point in their mobile activity. These ads come in various forms. Some ads will be displayed in a lightbox format that will take over the entire screen. Other ads will be banner ads, which are anchored to the bottom of the user's screen when they are browsing the internet. However, don't be alarmed - users will still be able to close out any unwanted ads through closing windows or swiping the ads to the side.
On the company advertising standpoint, this an exciting breakthrough because it opens new opportunities in the mobile audience market, which is exponentially increasing. In addition, Google will only be charging via Pay Per Click, so that advertisers can maximize their customer engagement at a minimal cost.
Example: Kate Spade's new Google mobile ad format, which includes video and slideshows.
Source: http://adage.com/article/digital/google-bringing-brand-friendly-ads-mobile/295176/
No comments:
Post a Comment