The more branding-oriented format will begin appearing on AdSense publishers' sites.
After dipping its toes into the graphical ad world back in May, Google is at it again. It's now testing animated .GIF ads with "a small test group of advertisers" -- a move that may give Google placements more branding value.
The new animated ads will appear on the Web sites of AdSense publishers who have opted-in to display image advertisements, and won't be displayed on Google.com. Previously, the search giant accepted only .JPG, .GIF or .PNG formats without animation. Image ads can be in the following formats: the standard 468 x 60 banner, the 728 x 90 leaderboard, the 300 x 250 inline rectangle and the 120 x 600 skyscraper. Advertisers testing animations will still be required to abide by the 50 kilobyte file size limitation.
Google's move inches it toward offering more branding-oriented creative types, though the animated ads are still priced on a direct marketing-oriented cost-per-click basis. Google wouldn't comment on the animated ad test, other than to confirm the information posted on its Web site. Nor would the company say which advertisers were testing the ads.
The Google test may partly be aimed at heading off competition from upstart players like Conducive's adMarketplace, which launched today. AdMarketplace offers Google-like contextual targeting, but focuses exclusively on image advertising. It encourages smaller advertisers to utilize Flash by offering Web-based ad creation tools.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT