Ads can be annoying no matter the platform, but they can be particularly bothersome on mobile devices where an errant tap or a too-small “close” prompt can land you in pre-roll hell.
Those ads aren’t going away, but Google on Monday revealed new mobile display ad formats and advertiser tools intended to make the ad experience on mobile a bit easier on the eye.
In the past, marketers have simply shrunk their existing display ads for mobile, making for some ugly advertising. Other times, display ads for the Web don’t even run on mobile devices or mobile browsers.
“But now, a new generation of display ads is changing how advertisers engage with consumers on mobile devices,” Jonathan Alferness, director of product management for mobile display ads at Google, wrote in a blog post.
The new ad types include “Mobile lightbox Engagement Ads,” which will dynamically resize to fit any ad and device size; ads that stay put even when you scroll down the page, and a “magazine style” text ad format. Google is also expanding “TrueView” video ads, which have already been running in some gaming apps, to even more apps in the AdMob network.
Meanwhile, Google is also releasing some tools to help marketers with their mobile ads, including an auto-resizer that will automatically create new sizes of image ads, a Flash-to-HTML5 conversion tool for creating HTML5 versions of Flash ads, and a tool that lets you build HTML5 and in-app ads “in minutes.”
If you’re a marketer, these new ads and tools will be available across the Google Display Network, the AdMob Network, and DoubleClick. They’re designed specifically for mobile environments, and will be rolling out in coming months.
The news comes as Facebook makes moves to expand its advertising reach across the Web with the relaunch its Atlas Advertiser Suite, which it acquired from Microsoft last year. The service essentially allows advertisers to tap into Facebook’s collection of users to direct ads at people via other websites and mobile apps, creating a new revenue stream for Facebook.