Google launching new mobile formats to attract marketers

Google has launched plans to tweak its mobile platforms in a bid to make mobile marketing more attractive to marketers with four new display formats.

The news formats will include brand engagement ads in HTML5 that are specifically designed for mobile, which can dynamically resize to fit any screen.

Google’s AdMob will carry TrueView video ads that will target consumers when they are using apps – advertisers will only have to pay when users do not skip the ads.

The new mobile formats will roll out across its Google Display Network, AdMob Network and DoubleClick platforms.

The updated function will also allow brands to target customers will magazine-style text ads and Google’s “anchor ad” format, which will display ads at the bottom of an app that moves down when users scroll.

Jonathan Alferness, Google’s director of product management for mobile display, said in a blog post: “It’s true 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.

“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.

“Today, we’re excited to announce that over the coming months we will launch several mobile display ad formats and tools across the Google Display Network, the AdMob Network and DoubleClick that will make it easier for advertisers to build successful ads that work across screens.”