Google India sales head Praveen Sharma stated, "The new ads format is designed to ensure users find the information they are looking for and enable advertisers to reach potential customers with the right information." He further noted, "Our research has shown that a substantial number of users are looking to watch the movie trailer or TV show clips on the search results page, which translates into a high response rate for this ad format."
The search target is automated, which was made clear as they have designed a standalone format to put video ads front and center.
The start of this unique ad placement, would start with Life Ok, which is STAR TV's latest campaign. Sharma said, "The format is launched with STAR TV campaign built around its new channel Life Ok. The media and entertainment category search volumes have shown phenomenal growth. In the last two years, the query volumes have grown at 125 per cent year-on-year."
Additionally, this ad format would even focus on enabling media firms to capture the traffic on search and leverage it to create familiarity of the content.
Sharma even noted that this ad format would make a couple of changes in the way users experience video on Google search. This is because they have introduced a new Lightbox media player.
A video has options, in the way a user wants to play the video. One can either click the thumbnail or the 'watch' link. Once an option is clicked, the Lightbox player expands to the center of the screen and dims the rest of the page around it. To this, Sharma explained, "The experience is meant to put the viewer's attention on the video and to create a theatre-like experience."
Add to it, Google's targeted advertising program provides businesses with measurable results, while enhancing the overall Web experience for users. So this might see many India users opting for the same.
For the pricing, it was known that the Media Ads would be charged at a flat rate on clicks. The pricing model makes it easier to budget for media ads campaign and to know how much an interaction is going to cost.
The corporates would never mind making full utilization of this facility, which may not be for free, but they would definitely earn reputation and popularity with the help of these media ads.
The step is a good one, probably as the search engine giant has a raw scope in India, which an be easily explored, especially in the form of online advertising.
Another fact is Google's popularity, which would see many media advertisers, jumping into this pool and work efforts to promote themselves via this medium too.