Google tries out interactive ad format

Company says news ads intended to hold users' attention longer

Google is testing a new interactive ad format to give advertisers new ways to reach users online.

Google Gadget Ads, which are being tested by a small, select group of Google AdWords advertisers, are being expanded to include more advertisers, according to Google. The company is hoping the new service will lead to people viewing more ads online. Google said Gadget Ads will allow advertisers to interact with users in new ways and hold users' attention for longer time periods than regular ads. Advertisers will also be able to see how many users interact with the ads, as well as how they interacted with the ads, Google said.

Gadget Ads are small software applications, or widgets, that combine real-time data feeds, images and video with traditional advertising content, according to the statement. They can be developed using Flash, HTML or both, Google said. The ads look like small Web pages within a Web page, and users can also embed them into their blogs or iGoogle home pages. Gadget ads are built on an open system, so anyone can set up and run ads on the Google content network, Google said.

Google posted several examples of the Gadget ads on its Web site. An ad for the Six Flags theme park includes a simple game and a link to "add to your Google home page."

The Six Flags ad delivered 94.5 million impressions to 17.1 million unique users, and users interacted with the ad about 200,000 times, Google said. About 0.3 percent of those exposed to the gadget ads interact with them, Google said. In comparison, direct mail generates a response rate of 2.18 percent, according to 2006 figures from the Direct Marketing Association.

The gadget ads run on Google's AdSense advertising network and are priced by the number of clicks or number of impressions. It's unclear when this testing phase will end. However, Google said the ads will ultimately be available in 20 languages and 100 countries.

"The introduction of this new advertising format provides advertisers and agencies worldwide with an imaginative, dynamic way to interact with consumers," said Susan Wojcicki, Google's vice president of product management, in the statement.

James Niccolai of the IDG News Service contributed to this report.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Linda Rosencrance

Computerworld
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?