It seems to be a busy week for Googleplex and Google appears
determined to surprise us every day with the launch of a new service. After the
company announced yesterday that Google AdSense would extend on the mobile
phones too, now Google wants to revolutionize Internet publicity with a new
invention. Google Gadget Ads represents a facility which targets to offer Internet
ads under a new package, a more attractive and a more interactive one. To be more precise, not only the package
makes the difference for Google Gadget Ads, but also advertisers have the
possibility to develop new content.
As Google explained Gadget ads are non-traditional ad units with interactive,
rich media capabilities – not only enable advertisers to target audiences in a
flexible and timely manner via regular updates within the ad unit, but also
allow users to engage with ad content in a way static ads haven't facilitated
in the past.
Gadget ads can incorporate real-time data feeds, images,
video and much more in a single creative unit and can be developed using Flash,
HTML or a combination of both. They run on the Google content network and they
support both cost-per-click and cost-per-impression pricing models. Also they 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.
In other words, advertisers will be able to crowd an entire
site into a commercial if they believe that in this way they will attract the
consumer’s attention.
The search and the creation of new methods to create ads for
online audience is something that has long preoccupied the advertising industry.
Every method used until now, as text commercials or banners have their own
advantages and drawbacks, but analysts, advertisers, publishers and even
consumers agree that the Internet still offers lots of possibilities.
What are the qualities that an Internet commercial should
have? The answers to this question are so numerous and complex that, even
though many books have already been written on this subject, there is still
room for some thesis.
“We want something to
attract attention, to captivate the consumers’ interest,” advertisers shout.
“We don’t want commercials anymore, we don’t like them, we are not interested,”
answer from the other side the customers (maybe not all of them, but there are
certainly some).
As we can draw the conclusion from the presentations posted
on the Web Gadget Ads have the potential to appease all the spirits. They are
flexible enough and controllable from the advertisers’ point of view, but in
the same time interesting enough for consumers (I must admit I am guilty for
wasting some minutes playing with the laptop in Intel’s commercial).
What is the
future of these ads is still uncertain, but Google surely opened a new path for
Web advertising. Let’s see the result!
