(19 September 2007 2:25 pm)

MUMBAI: Google Inc. has introduced two new ways for advertisers to communicate with users through Google Gadget Ads and AdSense for Mobile.

Google Gadget Ads is an interactive ad format that is currently in an expanded beta with a select group of AdWords advertisers worldwide, while AdSense for Mobile unlocks the potential of the mobile advertising market by enhancing the mobile experience with relevant ads that will help people find what they're looking for quickly when they are searching or browsing content on their mobile phones.

"We are delighted with the response of Indian advertisers and publishers, who are using Google AdWords and AdSense as central tools for their business to generate revenue," said Google India managing director Shailesh Rao. "The launch of Gadget Ads and AdSense for Mobile will provide them with even more exciting formats and targeted technology to enhance their monetization potential."

AdSense for Mobile will be available in the following 13 countries in the coming weeks: US, England, France, Italy, Germany, Spain, Ireland, Russia, Netherlands, Australia, India, China, and Japan, states an official release.

Gadget ads - non-traditional ad units with interactive, rich media capabilities - not only enable advertisers to target audiences in a flexible and timely manner via regular updates within the ad unit, but also allow users to engage with ad content in a way static ads haven't facilitated in the past.

Gadget ads can incorporate real-time data feeds, images and video in a single creative unit and can be developed using Flash, HTML or a combination of both. Designed to act more like content than a typical ad, they run on the Google content network, competing alongside text, image and video ads for placement. They support both cost-per-click and cost-per-impression pricing models, and offer a variety of contextual, site, geographic and demographic targeting options to ensure the ads reach relevant users with precision and scale.

Gadget ads are also built on an open platform, allowing anybody from individual advertisers to agencies to set up and run ads on the Google content network, the world's largest global online ad network. Plus, gadget ads will not command any serving or hosting costs.

Feedback from preliminary beta participants, including brand advertisers such as Pepsi-Cola North America's Sierra Mist, Intel, Honda, Six Flags and Paramount Vantage, has been positive. Advertisers are enthusiastic about this fresh marketing solution that empowers them to interact with targeted users through dynamic and engaging content.

Intel global marketing manager Stephanie Dillard said, "Google Gadget Ads provided a unique and efficient means to further promote our Centrino Duo campaign. Our goal was to enhance visibility and engagement with the consumer while taking in key learnings of Google's evolutionary advertising offerings. We look forward to utilizing the interactive gadget ad format with our new 'Chips' campaign that shifts focus back on the processor."

Says Google vice president product management Susan Wojcicki, "Google Gadget Ads are built on an open platform that enables distribution across the Google content network and can be shared on iGoogle and other personalized web pages at no additional cost to advertisers."

Meanwhile, AdSense for Mobile, is a program that contextually targets ads to mobile website content. AdSense for Mobile also allows AdSense publishing partners the ability to earn revenue from their mobile websites through the targeted placement of mobile text ads. With this program, advertisers can connect with the growing number of mobile publishers, ultimately providing users with an enhanced mobile experience that helps them find what they are looking for more quickly and efficiently on the go.

AdSense for Mobile is intended for AdSense partners who have created websites specifically for mobile browsers, and who want to monetize their mobile content via contextual advertising. Like Google's other AdSense products, mobile text ads run on an auction model. The system automatically reviews the content of publishers' mobile websites and delivers text ads that are relevant to the websites' audience and content. Publishers earn money whenever mobile users click on the ads.