Google AdWords Introduces Google Gadget Ads, a New Interactive Ad Format

Google today announced the introduction of Google Gadget Ads™, a new interactive ad format that is currently in an expanded beta with a select group of AdWords™ advertisers worldwide. Gadget ads – 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. Designed to act more like content than a typical ad, they 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, the world's largest global online ad network. Plus, gadget ads will not command any serving or hosting costs.

Feedback from preliminary beta participants, including brand advertisers such as Pepsi-Cola North America's Sierra Mist, Intel, Honda, Six Flags and Paramount Vantage, has been overwhelmingly positive. Advertisers are enthusiastic about this fresh marketing solution that empowers them to interact with targeted users through rich, dynamic and engaging content.

"We're always looking for new ways to engage with our consumers," said John Vail, director, interactive marketing, Pepsi-Cola North America. "Google Gadget Ads allowed us to reach the right audience at the right time, with an interactive message that brought our light-hearted Sierra Mist campaign, ‘Squeeze More out of Summer,' to life."

"New and cutting-edge advertising opportunities are always of interest to Intel," said Stephanie Dillard, global marketing manager at Intel. "Google Gadget Ads provided a unique and efficient means to further promote our Centrino Duo campaign. Our goal was to enhance visibility and engagement with the consumer while taking in key learnings of Google's evolutionary advertising offerings. We look forward to utilizing the interactive gadget ad format with our new ‘Chips' campaign that shifts focus back on the processor."

"The introduction of this new advertising format provides advertisers and agencies worldwide with an imaginative, dynamic way to interact with consumers," said Susan Wojcicki, Google's vice president of product management. "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."

In addition, users can build active communities with gadget ads by sharing them with each other and placing them on nearly any webpage, including personalized 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.