Google announced this week that it will soon increase the number of ads it displays on mobile devices. For the first time, the personalised Discovery feed found in the Google app will display ads, while the company will display more promotional posts within the search results generated by Google Images. It will also display ads in Gmail inbox tabs and YouTube feeds.
Google will use two formats for these ads. Gallery ads will include several images that you can swipe through using gestures, while Discover ads will appear as sponsored posts in areas where people are searching for content that has been specifically tailored for them.
Discover ads will be displayed within the Google app and the Google Discover feed that appears on the home screen of many Android mobile devices. The Discover ads will appear next to content and suggested news stories that are geared to appeal to a user’s interests. The ads will look just like any news story in the feed and will have an image at the top, a news-type headline and a subject field that provides additional information about the content. However, they will contain a small badge with the word “ad” to inform users that the content is sponsored.
Google plans to launch the Gallery ads later this year. Those ads will appear in the Google search results and in several other products offered by the company. In its announcement this week, Google said that tests have shown that the Gallery ad format results in 25% more interactions with users than static ads.
Google has also said that it will be introducing the new advertising formats to provide people with a better experience when using its search engine, Gmail and YouTube.