In today’s digital world, 25 percent of global pageviews now occur on smartphones and tablets, according to a post on Google’s AdWords blog this week. And more consumers than ever before are viewing ads in HTML5-compatible environments rather than Flash-compatible environments.
To address this, Google is giving marketers the ability to upload HTML5 ads built with Google Web Designer straight into Google Display Network (GDN) campaigns. This is good news for the industry, as the new feature will make it easier to target mobile and tablet users.
Publishers can use the tool to create animated and interactive content without having to code, simply by creating content in Google Web Designer, saving it as an HTML file, and uploading it right into GDN campaigns.
AdWords already offers the option to convert Flash files into identical HTML5 format, but the new feature will make it easier to publish on Flash-incompatible devices.
According to the blog post, the tool will enable advertisers to “run custom, engaging ad units across smartphones, tablets, and desktops, engaging consumers in more places with clever and interactive ad experiences.”
The introduction of this feature highlights a growing demand for content made with mobile and tablets in mind. Will the change make a difference in your marketing campaign?
There is of course a lot of discussion about content and what does and doesn't work online. Is long-form the key? Does short-form content have a role to play? Are there other factors at play?
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