Google introduces new ad units to mobile search, YouTube and its Discover application

Google is to increase its advertising on mobile devices as part of a revamp of its ad units which will also see more options on offer for marketers across the company’s Maps, YouTube and Discovery platforms.

Along with the increased ad units, the company will also be beefing it up its ad reporting features for advertisers.

An example of the new web search units

According to the IAB, mobile advertising made up nearly a fifth of the Australian ad spend last year, accounting for $3.3bn of the $16.6bn industry’s total revenues.

In the announcement made at the Google Marketing Live event in the US, Prabhakar Raghavan, Google’s senior vice president for Ads & Commerce, said: “Today, mobile phones allow people to engage more often, in more ways, and from more places than ever. This means the once linear path from discovery to consideration to purchase has not only evolved, but is always evolving.

“Consider a woman from a recent study, who spent 73 days and interacted with more than 250 touchpoints (searches, video views, and page views) before purchasing a single pair of jeans. She visited several blogs, browsed large merchant sites, searched for local retailers, and watched product reviews on YouTube. Like many of today’s consumers, she wanted to enjoy her time shopping, engaged with brands that inspired her, and narrowed limitless choices before picking the perfect pair.

“In a world where we have less time and more options, it’s crucial for brands to anticipate what consumers need in order to stand out. But just because the customer journey is complex doesn’t mean delivering useful experiences has to be. Whether you’re a scrappy entrepreneur or a large company, your marketing goals remains the same: reaching people at the right moments with the right offer.”

Mumbrella has contacted Google to find when the features will roll out in the Australian market.


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