Google at the Advertising Week unveiled lightbox ad format,that allow marketers to pay only when a user engages. "The lightbox starts as a standard display ad, making it scalable, but after a two-second hover, expands to a super-sized canvas," Google posted.
In internal tests, "we've seen that this smart hover feature eliminates nearly 100% of accidental expansions and increases engagement by 6-8X over standard click-to-expand ads," Google notes. Adding, "The result: users only engage with the ads they really want to see and brand marketers only pay for truly engaged views," Google said.
Google also shared insights on how engagement-driven formats on YouTube and the Google Display Network, such as the TrueView family of video ads, have effectively helped brands reach their audience online. "We looked at the sales impact during and two weeks after 92 different ad campaigns, and found that on average every $1 invested in YouTube delivered a $1.70 return in sales--2.4x more efficient than the television spend for these campaigns," Google stated.
These ads also help achieve branding goals: "we found, on average, that ads on YouTube and the Google Display Network drive a 36% increase in visits to your website and a 36% increase in searches for your brand online." Google said.
Finally, the company created a new Google BrandLab at YouTube headquarters. "The physical space where we can collaborate with brands and agencies on winning all the moments that matter," Google writes.