Google to serve richer ads on smartphones

Google is capitalising on the growing popularity of smartphones, allowing mobile publishers to serve richer ads.

The search engine company announced on its offical blog that it would launch a new feature for AdSense mobile publishers allowing them to take advantage of the high-end mobile phone browsing experience.

Advertisers will now be able to run bigger, more dynamic Google ads to users of high-end smartphones equipped with HTML-capable browsers.

Prior to this they were only able to serve smaller text and image ads on their website content regardless of whether users were able to view the content on conventional WAP phones or smartphones.

The new ad capability will be available on the iPhone, Palm Pre and Android-based phones.

Google is hoping the richer ads will attract more advertisers looking for new ways to engage with consumers.

Latest ad spend figures in the UK released by the Internet Advertising Bureau in conjunction with PricewaterhouseCoopers and the World Advertising Research Centre, revealed that online ad spend grew 4.6% to £1.75bn in the first half of the year giving it a record market share of 23.5%. Search makes up 59.9% of that spend.

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