Google’s second format is an extension of its YouTube TrueView ads (these are the pre-roll ads that are skippable after a few seconds as well as the thumbnail ads that show up as suggested videos based on YouTube search results) into the AdMob Network.
Google also is rolling out three tools to enable desktop-to-mobile ad conversion. The auto-resizing tool converts desktop display ads for smaller screens, the Flash-to-HTML5 conversion tool ensures mobile ad interactivity across mobile operating systems and Google’s ad template archive, DoubleClick Studio Layouts, will host 29 HTML5 and in-app formats.
While Google declined to speak, these developments could be an attempt to jumpstart brand investment in mobile. During Google’s Q1 in April, then-SVP and Chief Business Officer Nikesh Arora said mobile inventory pricing really needs to catch up with desktop pricing – that financially mobile, which offers better location and contextual awareness, should surpass desktop.
And in a recent Q&A with AdExchanger, Carat’s global chief digital officer, Anthony Rhind, also noted how little brands spend on mobile inventory relative to how much time consumers spend on their devices.
“Part of that is creating ad formats that are effective in mobile and I don’t think we’ve done a good job yet,” he said. “But I think video could be the inflection for that. Video is something that could work effectively in a handheld device format, much more so than a banner.”