At Google we have been working hard to bring more relevant ads on Google Search. Since then, we’ve launched over a dozen new ad formats, and tested many more. The new ad formats are designed to make sure that our users find the information they are looking for and as an advertiser you’re able to reach potential customers with the right information, in the format the users like. This philosophy is the genesis of what we call our latest ad format ‘Media Ads’.
Media Ads is a newadmodel that introduces new ways to target, pay for, and experience video ads on Google Search. Unlike other other video format, Media Ads is an entirely standalone format designed to put your video ads front and center.
To start, Media Ads isn’t targeted like typical AdWords ads on Google Search. With Media Ads, you don’t pick any keywords -- the targeting is completely automated. When someone enters a search on Google.com/Google.co.in that our algorithms determine is directly related to the movie/show/games/DVDs title (most commonly the title and variations on it), we automatically display the Media Ad at the top of the search results page. The format does not allow advertiser to pick competing keywords for ex: If a user types ‘Sach ka Saamna’ only ads units containing video from ‘Sach ka Saamna’ will appear.
In India, the media ads format is launched with STAR TV campaign built around their new channel Life Ok. The media & entertainment category search volumes on Google search have shown phenomenal growth. In the last two years the query volumes have grown at over 125% yoy. With the launch of media ads format - media companies, will be able to capture this traffic on Google search and leverage it to create familiarity of the content, sampling and immerse the user with a rich experience with sight, sound & motion. Our research has shown that a substantial number of users are usually looking to watch the movie trailer, TV show clips on the search results page itself which translates into a very high response rate for this Ad format.” said, Praveen Sharma, Head of media sales, Google India
Media Ads also changes the way users experience video on Google search. Media Ads introduces a new Lightbox media player. When someone plays the video either by clicking the thumbnail or the “watch” link, the Lightbox player expands to the center of the screen and dims the rest of the page around it. The experience is meant to put the viewer’s full attention on the video and to create a much more theater-like experience. Media Ads are charged at a flat rate on clicks. This simplified pricing model makes it easier to budget for your Media Ads campaign and to know exactly how much an interaction is going to cost.
Google's innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford PhD. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google's targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe and Asia. For more information, visit www.google.com.
Nidhi S Kaul
Kripa Sudhakar Kishor