Google Expands Android Ad Formats After Strong Handset Sales

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Following the strong growth of its Android mobile operating system this year, Google's mobile advertising unit AdMob today announced the availability of interactive video and interactive interstitial units across its network.

The new formats have been available on iPhone devices since November 2009, but the recent proliferation of Android handsets suggests the platform and its audience is becoming increasingly attractive to advertisers. According to Google, over 200,000 new Android devices are now activated on a daily basis, compared with 60,000 daily in February. In addition, it says the number of apps in its Android market has doubled since May to reach 100,000, demonstrating continued support from developers.

A post on Google's Mobile Ads Blog today said the new formats are being made available "based on demand from both advertisers looking to reach a cross-platform audience and Android publishers looking to maximize their revenue potential." Advertisers will now be able to reach users across both iPhone and Android devices using a single creative, and AdMob's network will automatically identify the device screen resolution, size, and network connection speed to provide an "optimal viewing experience."

According to Google, interstitial ads will only be available in the "most popular and engaging" iOS and Android applications, in order to maximize their value for both advertisers and publishers. One of the first apps to feature the ads will be the popular Angry Birds game, Google said.

Meanwhile, rumors of further iAd products from Apple continue to circulate, and according to a recent report by NewTeeVee, the company is gearing up to launch its own HTML5-based video ad solution early next year.

That product would enable it to sell and serve video ads into iPhone, iPod, and iPad devices on behalf of publishers, while potentially extending to ads on its Apple TV set-top box. According to the report, the format will make use of similar targeting options to the initial iAd, which can include mobile location data, anonymous behavioral data, and iTunes/AppStore purchase information.