Google’s DoubleClick platform has introduced native video ads as it strives to deliver a “faster mobile experience” to users on smartphones and tablets. The new format is designed to help ads load quicker on mobile while driving more clicks and revenue for brands and publishers.
Research published recently by Google found that the majority of smartphone users now navigate away from a website if it doesn’t load in three seconds. As this is coupled with the fact that more than 50 per cent of queries on DoubleClick originate from mobile, Google has introduced video for native ads to optimise page loads and offer the ability to include new content seamlessly.
Native ad impressions are soaring on DoubleClick, with The New York Times reporting that its clickthrough rates have increased by 600 per cent and its viewable impression rates have surged by 400 per cent on average during the last six months. Other publishers, including eBay, Slate and Vogue have also recorded upticks in key metrics.
“It is in everyone’s interest to work together to deliver a faster mobile experience,” Google’s Director of Product Management for Publisher Platforms, Jonathan Bellack, said. “We feel the data is very clear that mobile users expect speed, and that they will not wait around if things are slow. And therefore, if the industry together cannot deliver speed, nobody will succeed.” Bellack added that research has shown that speed is now “phenomenally important” in a mobile-first world.
In addition to the rollout of native ads, DoubleClick is also launching Exchange Bidding for Mobile following a successful alpha phase that included hundreds of participating publishers and a growing waiting list. Exchange Bidding, which is designed to maximise demand for impression by putting multiple exchanges into competition with each other in real time, will now enter into beta.
“By integrating directly with DoubleClick for Publishers, Smaato can compete in real time for ad impressions based on price and priority, in parallel with other exchanges,” Christian Sieweke, Senior Product Manager for advertising platform Smaato, said. “We’re delighted to be an early participant in Exchange Bidding and look forward to expanding this solution to all of our partners.”