Google Lures Brand Advertisers to Paid Search

Video extensions is Google's latest paid search ad format, which proposes a new level of user engagement and branded opportunities for advertisers.

Google Lures Brand Advertisers to Paid Search

OVERVIEW

Google's latest paid search ad format, Video Extensions, proposes a new level of user engagement and branding opportunities for advertisers. A logical follow-on from the image-based Product Extensions Ads they released earlier this year, Video Extension ads give users a new way to interact with advertisers, without having to leave the Google results page.

The Video Extensions appear beneath standard text ads, and begin to play when the user opens the expandable plusbox (see Figure 1). They are charged on a cost-per-play basis after they have run for 10 seconds (at the...

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