In Nublue Blog

What could the new Google mobile ads do for your business?

Stefan Posted by

Mobile media (phones and tablets) have exploded the audience demographic in recent years. The traditional scene of the nuclear family glued to the TV, and the old-school TV advertising that went with it, is rapidly becoming a thing of the past.

As audiences begin to spend more and more time on mobile devices, Google are launching a range of new, more sophisticated ad types to allow businesses to keep pace with the growing mobile market.

Spend increasing on mobile advertising

£2 billion. That’s the projected spend on adverts for mobile devices in the UK this year according to eMarketer – an expected growth of 96%. Next year that figure is even expected to surpass the total spent on print advertising.

Mobile isn’t just big business; it appears to be the future of advertising. And with Google’s new, more sophisticated ad types about to be introduced for mobile platforms, there’s never been a better time to engage your potential customers on the go.

Google’s new mobile ad types explained

Over the next few months Google will be releasing new types of mobile ads for use on the Google Display Network, DoubleClick and the AdMob network. These ads come in a choice of formats that could open up new ways to engage with your potential customers, so that you can tailor your advertising campaigns into stylish, convenient and easy-to-view experiences to benefit both your audience and you. Google’s new ad types are:

Sainsburys ad


Engagement ads. Created specifically for mobile platforms, Google’s new HTML5 ads are designed to fit any screen and turn your existing advertising assets into more media-rich attention grabbers – like a small invitation banner which expands into a full-screen selection box of a video, an image gallery and a map to your business. Or, like the example above by Sainsburys, where you can hover over a small ad to expand it into an innovative promotional tool like this recipe creator.

Essentially these ads can give your customer everything they need to know about your product and where to find you, and you only pay for the times when users engage with your advert.

Google Mobile Ads

Anchor ads (pictured above left) are the opposite; text ads that stay locked to the bottom of a mobile screen during scrolling and page swiping, unless they’re dismissed by the viewer.

Magazine-style text ads (pictured above right) turn your existing text ads for the AdMob network into a glossy full-screen page, much like the kind of full-page ads you’d expect to see in magazines. The best part? These ads are still going to be as easy to set up as a standard Google text ad, and Google Display Network text ads automatically qualify for this new format.

Google Mobile Ads TrueView Ad

TrueView ads (above) for the AdMob network reach people using mobile apps, which you only pay for when a viewer doesn’t skip. Tried and tested on game apps in the AdMob network, TrueView ads are skippable video spots much like the ones you’d see on YouTube. Google says these video ads are set to roll out across more AdMob apps in the coming months.

Not only do businesses like yours have a new range of mobile ad types to choose from – Google is also introducing tools that can turn your existing desktop ads into mobile-ready versions:

Their auto-resizing tool creates mobile-friendly sizes of your desktop image ads. An HTML5 rich media ad builder lets you easily create mobile-compatible ads using your existing brand assets. Flash-to-HTML5 conversion meanwhile makes your interactive ads visible on platforms which don’t support Flash, and would otherwise show a static image as a backup.

The move to mobile

We’re seeing an organic shift to a new kind of media consumption. The average family doesn’t just watch prime-time TV any more – they watch it whilst browsing on their phone or tablet too. And while prime-time TV spots may be beyond your advertising budget, a Google mobile ad campaign could reach the same audience on their phones during the same TV ad break for a fraction of the cost.

According to Millward Brown, consumers now spend an average of 147 minutes on their smartphones every day – almost two and a half hours where your ads could be reaching them.

This is a great time to get started in mobile advertising if you haven’t already, or to give your existing Google advertising an overhaul with these new, extra-engaging ad types created specifically for mobile users – but just make sure that your site is optimised for browsing on mobile devices first. (See this Google case study, for example.)

The future of marketing belongs to flexible advertisers who know where to find their potential buyers – right on their mobile devices.

Nublue are experts in digital design and web development. If you’re looking to optimise your site for mobile devices, just get in touch and we’ll be happy to tell you more.


Author Stefan

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