Google on Monday announced the addition of video to Native Ads in DoubleClick and Dynamic Ad Insertions to video on demand (VOD). The company also expanded the beta of Exchange Bidding announced earlier this year to include mobile apps.
The new offering of videos in native ads gives publishers the ability to run the advertising without embedding players. Chris Quinn, head of commercial operations at Kijiji, an eBay subsidiary and early tester of the platform, notes the video templates, content and app install, give advertisers an alternative to banner and static native ads.
Quinn explains in a blog post that while tests have just begun across the company's iOS app, there is a plan to potentially further incorporate the platform into other offering in 2017.
Publishers like A+E Networks now have the option to insert personalized, targeted ads into long- and short-form VOD content across all devices. The feature supports ads sold direct and through programmatic ad channels.
The addition of video in Google's native ad format comes during a time when the Mountain View, California company sees amazing growth in native ad impressions through the DoubleClick platform. In fact, ad impressions have doubled in the past six months.
Google attributes the growth to flexibility -- the ability for publishers to make the creative pieces of the brand's advertisement fit within the confines of the ad unit with little effort.
The New York Times increased user engagement and viewability through native advertisements using its first-party audience data. A case study published on Google's site notes that the team saw an increase in click-through rates increase in click-through rates with four-times more viewable impressions.
Others seeing success include Aller Media, Vogue, Zillow Group, Slate, Epicurious and eBay.
More than half of all ad queries on DoubleClick’s publisher platform serve on mobile devices, and the fastest-growing form of content across all digital channels is video.
Google has also announced that it expanded the beta of Exchange Bidding to include mobile apps withSmaato as one of the company's first mobile app exchange partners. Exchange Bidding lets publishers put multiple exchanges into competition in real time without adding any new client-side code.
The project also moved from being an alpha project into closed beta in the U.S.