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Google Brings Fullscreen Ads to Apps

Posted on 9.29.2014

The digital advertising industry still seems split on whether mobile is worth the investment, but Google is working on some interesting new advertising units that could attract greater attention from those fickle media buyers.

Over the next few months, Google will be introducing four new mobile display ad formats (across the Google Display Network, the AdMob Network and DoubleClick) that should help brands command an equal (if not greater) amount of attention than digital advertisements do on desktops.

Of the four new designs, three are full-screen ads and some are interstitials that would take over the screen at a "logical break point" while you're using an app and which can even include video or interactive elements. Let's take a closer look at the new formats.

- Engagement Ads use existing brand assets to create rich media ads in HTML 5 that can run across devices and screen, resizing dynamically to fit any ad size. Advertisers only pay when users engage.

- TrueView Ads, which have been available across gaming apps in the AdMob network, will roll out more broadly across more apps in AdMob. With TrueView, users stay in the app and advertisers only pay when a user chooses not to skip the ad.

- The Anchor ad format simply stays fixed at the bottom of a mobile device screen, even as the user scrolls down the page.

- The magazine style text ad format (seen below) has been extended as an interstitial in-app format for AdMob. Google Display Network text ads automatically become eligible to serve in this new ad space.

Making existing ads mobile ready won't be easy, and Google knows it. That may be one of the reasons it also developed three new tools (which will also be available in the coming months) to help advertisers convert their existing ads into versions that work across all screens and devices including an auto-resizing tool for the Google Display network, a Flash-to-HTML5 conversion tool, as well as 29 HTML5 and in-app formats which are now available in the DoubleClick Studio Layouts tool.

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