Google and its seven new advertising formats

By Anunciart | Marketing | 0 comment | 23 mayo, 2024 | 0

Google is making some changes to its digital advertising options: there are new ad formats for more engaging and personalized experiences, such as "virtual try-on" and "3D ads," which allow users to see products on their bodies and from all angles.

There are ads with videos and dynamic experiences in search that offer more comprehensive information and make searching easier.
Other improvements help create more effective and personalized ads, and display ads within AI-generated results.

The latter continues to completely transform the way we interact with information on the internet, and Google is not lagging behind in this technological revolution.

They are adapting all their tools, and this action did not happen overnight. They have been carrying out this revolution for several months now, with the aim of aligning themselves with the new possibilities offered by Artificial Intelligence. They have done this, for example, by introducing innovative new commercials that promise to change the landscape.

Some of the new formats are:

Virtual Try-On

One of the most notable updates is the improvement to the Virtual Try-On feature, a tool that allows users to see how clothing items would look on different body types and skin tones.

This technology, powered by generative AI, aims to give shoppers a better idea of how a specific garment would look on them, thereby increasing confidence in their purchasing decisions.

According to Google, this feature makes it easier for brands to create images of models without having to provide the exact dimensions of the clothing, simplifying the process for advertisers.

Rotating 3D advertisements

Another innovation is rotating ads generated in 3D for Shopping.

Thanks to this feature, ads can display a rotating object, allowing users to view the product from all angles.

This more dynamic and immersive visual experience aims to attract consumers and offer them a more complete view of the item before making a purchase.

Advertising on Google with associated videos

Google also introduced the ability to associate videos with ads.

This means that buyers can gain a deeper understanding of a product through explanatory videos or videos created by influencers.

In addition, the ads will include brief text summaries of the video content, providing a quick overview of the most relevant information.

Dynamic advertising experience in search

Google is experimenting with a new advertising experience on its search engine, designed to help users with complex purchasing decisions.

Using AI, this tool will guide users through a series of questions that will help them better define what they are looking for.

This interactive dynamic aims to facilitate navigation and the discovery of relevant products.

Advertising on Google: "Circle to search"

Another feature that Google has recently introduced is "circle to search."

This tool allows users to circle an object in an image to get related search results, including ads.

This feature is especially useful for those who want specific information about an object they see in an image.

Improvements in "performance max"

Performance Max is a Google tool that allows advertisers to create ads using AI.

With the new updates, advertisers can now specify brand guidelines to ensure that results align with their companies' visual identity.

In addition, it added image editing capabilities, allowing users to add objects, enlarge backgrounds, or crop images to fit different formats and orientations.

These improvements aim to save marketing professionals time and effort in the creative process.

AI-generated summaries (AI Overviews)

Google also added the implementation of "AI-generated summaries" in ads.

These summaries provide an overview of products or selections of opinions based on AI.

The company will soon begin testing Search and Shopping ads integrated into these summaries for users in the United States, displaying ads within AI-generated results.

Adapting to advances in artificial intelligence in digital advertising

The evolution of these ad formats demonstrates how AI can optimize the interaction between consumers and brands, making shopping experiences more engaging and personalized.

As artificial intelligence continues to advance, it is essential that advertising strategies adapt to take full advantage of these innovations, thus ensuring more effective marketing that is connected to the needs and expectations of modern users.