AdMob today unveiled a new set of tablet ad formats and enhanced developer tools in connection with the one-year anniversary of its formal acquisition by Google. The mobile ad network also said it now gets more than 2.7 billion ad requests, up from about 800 million a year ago and 2 billion at the start of 2011.
The four new in-app tablet units include a pair of video formats: one for full-screen interactive video ads, and another type that can be overlaid on a branded image. Between the other two, one is geared to showcasing image galleries within ads and the other for showing 360-degree product or other views.
The new ad units are only available for the iPad at present, but Android compatibility is expected soon. Those formats are also in addition to a cross-platform interstitial format AdMob already offers for the iPhone, iPad and Android devices.
"These new HTML5-based ad formats are built specifically for tablets' larger, HD screens, and make use of features like touch, tap and swipe," stated a post on the Google Mobile Ads blog today. "Together, these features will enable advertisers to develop rich, engaging campaigns and run them across multiple mobile platforms."
A demo on the site showed a campaign for the Paramount blockbuster "Thor" that used the cross-platform ad and a new branded video ad employed by Coldwell Banker. It has an informational video running in the center of a static image of a house, including the real estate giant's branding.
AdMob also said that in the last six months alone, traffic from tablets on its network has grown 300%. To help developers expand their business, the company is also releasing a "significant upgrade" to its "House Ads" offering, which developers can use to promote their own products with mobile apps. The update includes improved campaign management, new ad formats and better ad targeting.
In the coming months, "we'll also improve mobile app developers' ability to use AdMob to deliver the most valuable ad by integrating a new "mediation" feature that selects the best ad from multiple, competing ad networks directly into the Google AdMob Ads SDK," stated the post.
AdMob also promised deeper integration with Google ad tools, with the goal of providing seamless ad management across the desktop, video, mobile and tablets. To that end, it earlier this week rolled out DoubleClick rich media ads for the mobile network. In the next few weeks, Google plans to add support for mobile to its DoubleClick for Publishers Small Business ad-serving product.