October 01 2007

Google introduces interactive Gadget Ads

Google is testing a new interactive advert format with a group of AdWords advertisers. Google Gadget Ads are designed to act more like content than static adverts enabling rich media and real-time data feeds to be incorporated into their design.

The adverts are run on the Google content network, competing alongside text, image and video ads for placement. They support both cost-per-click and cost-per-impression pricing models, and offer a variety of contextual, site, geographic and demographic targeting options to ensure the ads reach relevant users with precision and scale. Gadget Ads are also built on an open platform, allowing anybody from individual advertisers to agencies to set up and run ads on the Google content network without any serving or hosting costs.

Feedback from preliminary beta participants - including Pepsi-Cola North America's Sierra Mist, Intel, Honda, Six Flags and Paramount Vantage - "has been overwhelmingly positive".

Susan Wojcicki, Google's vice president of product management, said: "The introduction of this new advertising format provides advertisers and agencies worldwide with an imaginative, dynamic way to interact with consumers. Google Gadget Ads are built on an open platform that enables distribution across the Google content network and can be shared on iGoogle and other personalized web pages."

According to the release, users can also build active communities with Gadget Ads by sharing them with each other and placing them on nearly any web page, including personalised iGoogle pages. "These portability and sharing capabilities simultaneously generate additional free traffic and help foster a sense of community between advertisers and users. Detailed interaction reports allow marketers to track dozens of actions within the creative unit and optimize toward their goals."

Emma Herrod