WebProNews

Tag: In-App Ads

  • Google Redesigns In-App Interstitial Ads

    Google announced a new look for the interstitial in-app ad format (full screen ads) that run on apps in the AdMob network and DoubleClick Ad Exchange.

    The ads include a cover photo, a round install button, matching color schemes, the app’s rating, and a screenshot gallery under “more images”.

    Here’s the before and after:

    BeforeAfter (4)

    “Our app install formats have driven more than a billion downloads across Android and iOS,” says product manager Pasha Nahass. “You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!”

    The company has also redesigned in-app text adds making them easier to read with larger headlines and a round call-to-action button. Here’s the before and after on those:

    Screen Shot 2015-08-27 at 2.44.41 PM

    “As with other ad format innovations, our ads UI team test multiple designs – ten in this case over the course of a year – to find final versions that increase clicks and conversions for advertisers, and a positive experience for users,” says Nahass. “Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.”

    Google reiterates something it said at Google I/O in that the volume of interstitial impressions has more than doubled across AdMob since July.

    The company recently shared results of an experiment it ran with app install interstitials, which it found to present a negative experience. This is separate from the in-app interstitials discussed here.

    Images via Google

  • Millennial Media Guarantees 100% Viewability For In-App Ads

    Mobile ad marketplace Millennial Media announced that it will offer its clients a guarantee of 100% viewability for in-app mobile ad campaigns. This comes as the industry is “desperately” seeking guidelines for viewability. It’s a bold move for sure.

    The Media Rating Council announced last week that it has issued interim guidance for how to proceed with measuring and transacting around mobile viewability. This applies to the “Opportunity to See” an ad in a mobile web browser or a mobile app.

    READ: Here’s How To Measure Mobile Ad Viewability

    “In order to deliver on this first of its kind initiative, the company is partnering with Integral Ad Science, the only at-scale vendor that can currently measure in-app viewability,” a spokesperson for Millennial Media tells WebProNews. “The guarantee will be fulfilled by participating Millennial Media clients only being billed once their ad is verified viewable by Integral Ad Science.”

    “This move is a significant step in Millennial Media’s ongoing commitment to make digital advertising more accountable, as well as helping the industry to spearhead well defined and commonly accepted standards around viewability (by continuing to work together with partners such as Integral Ad Science, as well as the Interactive Advertising Bureau and Media Rating Council),” the spokesperson adds.

    READ: A Clearer Look At Mobile Ad Viewability

    “The mobile ad ecosystem is desperately seeking guidelines around viewability,” said Michael Barrett, President & CEO at Millennial Media and an IAB Board Member. “Today, we are choosing the highest standard possible by offering a 100% in-app viewability guarantee. We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability. We will continue to partner closely with the MRC, IAB, and the mobile ad ecosystem to define industry-wide standards around viewability. We are committed to becoming the largest mobile marketplace that provides 100% viewable, brand safe, and fraud free impressions.”

    Integral Ad Science recently completed an audit of the Millennial network, and both companies have been working with publishers on technical changes that improve viewability. It must be going well if they’re making a 100% guarantee.

    Millennial defines viewability as 100% of the ad being in view for at least one second. The guarantee applies to in-app banner ads and interstitials Additional formats may be added later.

    At first, the guarantee will only be applied to campaigns running on inventory originating in the U.S. and U.K. but a global rollout is planned for later this year. It dos not apply to inventory purchased programmatically, but Millennial is also working with Integral Ad Science to enable it in the Millennial Media Exchange.

    You can learn more about the guarantee on this FAQ page.

    RELATED:

    Should Viewability Standard Just Be A Jumping Off Point?

    Ad Viewability Contention Rages On

    Report Looks At Ad Viewability Trends, Fraud

    Image via Millennial Media

  • Google Adds Click Confirmation To In-App Mobile Ads

    Google has launched a “confirmed clicks” feature for all in-app image and banner ads on smartphones, in an effort to reduce the number of accidental clicks the ads attract. Users will be prompted to confirm that they intended to click on ads.

    “Ads on smartphones are effective, but many of us have at some point clicked on an ad by accident, which ultimately is a bad experience for the user, the publisher, and the advertiser who pays for clicks that may not be valuable,” says Allen Huang, Product Manager, Mobile Display Ads. “Our team has been analyzing the types of ad formats where accidental clicks are more likely to occur due to ad layout and placement, and are constantly looking at ways that we can combat them.”

    Confirmed Clicks

    “We find that most accidental clicks on in-app image ads happen at the outer edge of the ad unit, likely when you’re trying to click or scroll to nearby content,” adds Huang. “Now if you click on the outer border of the ad, we’ll prompt you to verify that you actually meant to click on the ad to learn more.”

    Google already offered confirmed clicks for text ads and banners on smartphones. In fact, it has done so for a few years now.

    The company says it this is only the beginning in its fight against “the fat finger” problem, and that it will face new challenges as devices continue to converge.