Google is rolling out new display ad formats & tools for mobile devices

Google announced today on its AdWords blog that it will be rolling out new mobile display ad formats and tools for advertisers in the coming months. Google is hoping the new ads, which will be available through the Google Display Network, the AdMob Network and DoubleClick, will help advertisers increase engagement with users on mobile devices.

The ad types include “Mobile lightbox Engagement Ads” that will dynamically resize to fit any ad and device size, TrueView video ads that will roll out more broadly in apps through the AdMob network, as well as an anchor ad format for mobile web apps and magazine style text ad formats that will expand into apps instead of just on mobile websites. Google also announced a number of new tools coming for advertisers to help improve the experience with mobile campaigns:

• Automatic mobile sizes for your image ads: The auto-resizing tool for the Google Display Network will automatically create new sizes of image ads, including mobile-specific ad sizes.

• Interactive HTML5 backups when Flash isn’t supported: The Flash-to-HTML5 conversion tools for the Google Display Network and DoubleClick Campaign Manager will automatically create an HTML5 version of your Flash ads. When these ads are served on a device or browser that doesn’t support Flash, the system can show the interactive HTML5 ad instead of a static image backup.

• HTML5 and in-app rich media ads built in minutes: There are now 29 HTML5 and in-app formats available in DoubleClick Studio Layouts, a tool that let’s you upload your existing creative assets into a pre-built rich media ad template to quickly create rich ads that work on smartphones and tablets.

Google says the new ad formats will roll out to its various ad networks in the coming months.