Google Promotes New Ad Units

  |  October 5, 2011   |  Comments

Offerings include digital version of newspaper-style circular ads and video ads in search results.

Google has introduced an ad unit designed to be an interactive version of the so-called circular or flyer ads found in Sunday newspapers.

"The circular is a billion dollar market. How do you transition from a paper-based to digital [experience]. This, we think could be the answer," said Jerry Dischler, director, product management, search ads, at Google, during the Interactive Advertising Bureau's Mixx conference yesterday.

Macy's and Best Buy are launch advertisers.

The ad will feature products based on a person's location and products searched for. "Let's say I am looking for a camera on sale. I would link through to Best Buy's weekly ad and see an ad designed especially for me," Dischler said. "They know I am in New York and looking for a camera, so the most relevant products are shown front and center."

During the conference that coincided with Advertising Week, Google showed attendees other ad units – at least one other for the first time and others rolled out over the past year.

- A media ad that displays a movie trailer or other video on the Google search results page. "On Google, most people who are looking for movie titles are looking for previews," Dischler said. In addition, 25 percent of people looking for movie titles on Google were using either mobile phones or tablets, he said.

- A design feature in a mobile banner ad that provides a 3D-like effect. Let's say an ad features the Manhattan skyline. As someone moves the phone, the image shows a slightly different vista.

Dennis Woodside, president, Americas, at Google, said the company's advertising strategy is being driven by three trends:

- Personalization. "People want information that's relevant to them. We have more and more signals about individuals…so we can respond with a much more personalized experience in natural search and advertising.

- All advertising is becoming opt-in. "Consumers want ads on their own terms... All advertising, in our view, is becoming opt in." An example of an opt-in ad is the TrueView video ad available on YouTube. With that ad format, a person can decide whether or not she wants to watch an ad and the advertiser only pays Google when someone watches the ad.

-Everything is going mobile. "The power to use what the phone knows - where you are, the temperature outside, the time of day. There's a lot of information that's personal to me that can help target advertising," Woodside said. Citing one example, Woodside said that Google is seeing 20 to 30 percent of all searches about telecom services occur on mobile devices.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...