Google India has launched Media Ads, its latest ad format that introduces new ways to display video ads on Google Search.
The format is designed to put video ads in the front and centre of the screen. It is different from the typical AdWords ads on Google Search and here the targeting is completely automated. For instance, when a user enters a search, the Google algorithms determine is directly related to the movie, show, games, DVDs title.
In India, the Media Ads format has been launched with the STAR TV campaign that has been built around STAR One, now re-launched as Life Ok. Google India believes that the media and entertainment category search volumes on Google Search have shown phenomenal growth. In the last two years, the query volumes have grown at more than 125 per cent year-on-year.
"With the launch of the Media Ads format, media companies will be able to capture this traffic on Google Search and leverage it to create familiarity of content and sampling, and immerse the user in rich experience with sight, sound, and motion. Our research has shown that a substantial number of users usually like to watch movie trailers and TV show clips on the Search Results page itself, which translates into a very high response rate for this ad format," says Praveen Sharma, head of media sales, Google India.
This new feature also promises to enhance the video experience on Google search. A new media player Lightbox has been introduced and when someone plays the video, the Lightbox player expands to the center of the screen and dims the rest of the page around it.
The new media player helps the viewer get a theater-like experience and focus entirely on the video. Media Ads are charged at a flat rate on clicks which helps the advertiser gauge how much he is spending on each interaction.