Google have launched a new beta ad format called expandable ads. These ads will be able to be enlarged to double their original size to provide a more interactive advert.
The advantage of this to marketers is that it should hopefully draw more attention to the advert and get the consumer more engaged which should in turn increase the volume of customers.
The ads will be able to contain a variety of content of which will include:
• Videos
• Flash content
• Social interaction
The ads will be controlled in such a way that makes them expand in to the area on the screen that provides the most space.
The ads are designed to be controlled by more accurate ad engagement metrics which should prevent the ads from becoming irritating to user by expanding when they are not interested. The ads will be activated when clicked by the user and not when the mouse rolls over the ad like you find with some content providers.
The competitive ad filter will allow publishers to block contextual ads. They can also use the Google AdSense Ad Review Center.
Publishers will be charged when a user visits their site if they use the CPC pricing model and not when the advert is expanded. Like all most content ads the CPM pricing is also available
At the moment the ads are only available to a selected bunch of advertisers in the American market that are part of the 3rd Party Ad Serving Program.

Originally posted 2009-05-29 13:02:50.