First Look: Go, Go, Google Gadget Ads!

Wednesday, September 19th, 2007 by Andy Beal

First Look: Go, Go, Google Gadget Ads!

Google has just announced the limited launch of Google Gadget Ads, a new interactive ad format that will run on their content network. Unlike Google AdWords’ existing array of text, video and graphical ads, Google Gadget Ads are designed to be interactive, can be built using HTML or Flash, and support both cost-per-click (CPC) and cost-per-impression (CPM) pricing models (more specs here).

Here’s the rundown on Google Gadget Ads:

The ads are interactive
Google Gadget Ads can incorporate real-time data feeds
Different targeting options – contextual, site, geographic, and demographic
Built on an open platform – open to anyone
They can be placed on any web page, including iGoogle
Detailed interaction reports – track dozens of actions within each ad unit

Here’s an example of a Google Gadget Ad from Intel:

(More Google Gadget Ads examples here)

Google Gadget Ads is currently operating in beta which means its open only to a select number AdWords advertisers. Companies lucky enough to be in on the first round, include Pepsi-Cola North America’s Sierra Mist, Intel, Honda, Six Flags and Paramount Vantage.

Pepsi-Cola seems particularly pleased with the initial results.

“We’re always looking for new ways to engage with our consumers,” said John Vail, director, interactive marketing, Pepsi-Cola North America in a statement. “Google Gadget Ads allowed us to reach the right audience at the right time, with an interactive message that brought our light-hearted Sierra Mist campaign, ‘Squeeze More out of Summer,’ to life.”

Is it any surprise that Google is keen to monetize widgets? There’s more than enough widgets being pumped out onto the web, with comScore reporting their popularity growth. And there are also plenty of evidence that advertising in widgets works–companies like LinkShare, PopShops, and ShareASale are already in the space.

So, if you’re already sick of seeing gadgets/widgets all over the web, prepare yourself. Now that advertisers have a solid advertising platform to monetize them, you can expect to see a whole lot more.

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23 comments on “First Look: Go, Go, Google Gadget Ads!”

Jon Kelly Says:

September 19th, 2007 at 1:27 am

I’m actually pretty excited about this. I’m still skeptical about Google buying up (I guess technically renting) so much social media inventory, but this is certainly a far better play than plain vanilla AdSense for those sites. You’re right, too, about the coming rush, we’ll be seeing a lot more widgets to come.
HipHint » Behold the Google Gadget Ads! Says:

September 19th, 2007 at 6:40 am

[...] marketingpilgrim These icons link to social bookmarking sites where readers can share and discover new web [...]
Google Gadget Ads launced Says:

September 19th, 2007 at 8:20 am

[...] per Marketing Pilgrim: * The ads are interactive * Google Gadget Ads can incorporate real-time data feeds * Different [...]
William Says:

September 19th, 2007 at 8:21 am

Google just catch the trend. Many other platforms already have implemented this feature.
Google Releases AdSense For Mobile, Gadget Ads » InsideGoogle » part of the Blog News Channel Says:

September 19th, 2007 at 8:37 am

[...] The other release was that of Google Gadget ads, which are a new ad format AdWords advertisers can take advantage of. It’s a rich media ad, that can contain anything a Google Gadget can, and thus have some very advanced functionality. Not only will these be used as ads, but they can be added to users iGoogle personalized homepages, monetizing iGoogle and expanding the reach of the ads beyond a display ad to something you keep and use continuously. [...]
Google Gadget advertenties gelanceerd, nieuwe vorm interactieve advertenties | Zoekmachine Marketing Weblog EdWords.nl Says:

September 19th, 2007 at 9:35 am

[...] Editor Traffic Builders Frank-Ly John Battelle Reuters Google Operating System Google Blogoscoped Marketing Pilgrim Traffick Stem op dit artikel / voeg artikel toe [...]
Go Go Google Gadget Ads - Internet Insider Report Says:

September 19th, 2007 at 9:41 am

[...] already sick of seeing gadgets/widgets all over the web, prepare yourself,” marketing expert Andy Beal said of Gadget Ads. “Now that advertisers have a solid advertising platform to monetize them, [...]
Michael Samuel Says:

September 19th, 2007 at 9:54 am

I think this type of ads will meet high success because people like interactive banners instead of static banners. However, the original Contextual ads still convert the highest on most of websites. Do you know when this ads will be finally available to public??
Brian Gilley Says:

September 19th, 2007 at 3:36 pm

Damn you Andy!
I wasted 5 minutes of my life playing that Intel game. I couldn’t resist since it made me have a flashback to my Atari 2600 days and Super Breakout. Man, I’m old

I guess everyone should be prepared to waste even more time as I just did playing widget-type games once this reaches mainstream.

Reminds me of the “punch the monkey” or whatever it was called banners. I guess they are still around on some sites but they completely annoy the life out of me.
Google Gadget Ads, iPhones for Germany, Payday for SEOmoz Says:

September 19th, 2007 at 6:03 pm

[...] Pilgrim shows a great example of an Intel ad, with this bit of commentary from Andy Beal: Is it any surprise that Google is keen to monetize [...]
Introducing Widget Marketing » Make Meaning Says:

September 20th, 2007 at 1:46 am

[...] in online advertising, you would see Google there. They have just announced the limited launch of Google Gadget Ads, which will run on their content [...]
Google Nixes Agency Commissions In Europe, Moves Forward With Stealth Agency Plans Says:

September 21st, 2007 at 2:19 pm

[...] The Best Practice Funding was used by Google to encourage agencies to appropriately increase their cost-per-click spend and try out new initiatives such as Google’s new Gadget Ads. [...]
Advertisements Are Evolving | Evolvor Media Says:

September 22nd, 2007 at 11:55 am

[...] Widgets is ready to roll. Google’s Gadget Ads are in closed beta but should start popping up in no [...]
tech news blog » Linkpost | 9.19.2007 Says:

September 24th, 2007 at 5:55 am

[...] First Look: Go, Go, Google Gadget Ads! — Interactive ad [...]
This Week In SEO - 9/21/07 - TheVanBlog Says:

September 24th, 2007 at 9:06 pm

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Google Gadget Ads Launches in Beta | High Risk Credit Card Processors Says:

September 26th, 2007 at 2:46 pm

[...] Gadget Ads Launches in Beta Andy Beal reports that Google Gadget Ads have launched in Beta to select advertisers through the Google Content network. The new ads will be available on a CPM or [...]
Google Gadget Ads Launches in Beta | nSearchz Says:

September 30th, 2007 at 4:11 am

[...] Beal reports that Google Gadget Ads have launched in Beta to select advertisers through the Google Content network. The new ads will be available on a CPM or [...]
Freemaxsite.com » Blog Archive » Google Releases AdSense For Mobile, Gadget Ads Says:

November 1st, 2007 at 1:19 pm

[...] The other release was that of Google Gadget ads, which are a new ad format AdWords advertisers can take advantage of. It’s a rich media ad, that can contain anything a Google Gadget can, and thus have some very advanced functionality. Not only will these be used as ads, but they can be added to users iGoogle personalized homepages, monetizing iGoogle and expanding the reach of the ads beyond a display ad to something you keep and use continuously. [...]
Blog Buzz: Google’s Advertising Shakeup; iPhones in Deutschland Says:

November 25th, 2007 at 3:32 am

[...] Pilgrim shows «www.marketingpilgrim.com», with this bit of commentary from Andy [...]
Gadgets Ireland Says:

December 5th, 2007 at 12:53 pm

I’m sorry I found this post….I’ve just waisted 10 mins playing that games
Nikon D300 Says:

January 7th, 2008 at 4:11 am

The original Contextual ads still convert the highest on most of websites. Do you know when this ads will be finally available to public??
shopping Says:

July 11th, 2008 at 11:44 am

Ah, now I understand. Monetizing widgets. That’s clever. It’s also now brought advertising all over our computers and for that I’m not happy about. There would have to be a way we can be sure we have less advertising – I’m not going to sign up for a widget today that tomorrow has adverts splashed all over it. I’ll rather then just stick to opensource, thanks. And everyone else can take a hike.
canvas oil paintings Says:

August 8th, 2008 at 5:13 am

Cool! Now this is what you call a real ad. Ads are usually are boring despite of the fact that they are supposed to be attractive. Google, once again, made something that is a cut above the rest. I wonder how much is each interactive ad?