Stay ahead – join The Drum+

Google introduces new mobile ad formats

Google has introduced its next generation of display ads as it moves to keep pace with the growth of multi-screen viewing.

In a blog post the internet giant outlined its thinking behind the update, rebooting the format entirely to move away from merely shrinking existing display ads to fit toward a series of mobile customised forms which automatically resize for every screen.

Heading the new line-up are Engagement ads which dynamically resize dependent on the host hardware, with advertisers only required to pay when the mobile user engages with the proposition.

This is joined by TrueView ads for gaming apps in the AdMob network where advertisers need only cough up when the app user chooses not to skip the advertisement.

Elsewhere new Anchor ads will stay put at the bottom of the screen even when the user scrolls, although the user is free to dismiss the ad at any time. Finally, a new Magazine Style Text ad completes the line-up which seeks to marry the glossiness of print magazine ads with the ease and practicality of a text ad.

Commenting on the new ads Jonathan Alferness, director of product management for Mobile Display Ads at Googl, said: “A new generation of display ads is changing how advertisers engage with consumers on mobile devices.

“These next generation mobile formats will make it easier for advertisers to build beautiful and engaging mobile ads that work across screens.”

The new display ad formats will roll out over the coming months.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy