Grow Interactive
Press
Aug-11 Googles Mixes Media in the Mobile Ad
Today's mobile display ad just can't handle tomorrow's tech, which powers Google's search app. So to show off new features such as search by voice, location, and Google Goggles, Google beefed up its mobile ad experience with everything from rich media digital wizardry to actual 3-D printed sets for its new "Uncover Your World" campaign.
“Our search app had gotten to a place where we needed to show off all its uses,” says Clay Bavor, PM Director for Mobile Display Ads at Google. The advertising challenge lay not just in demonstrating exactly how the search functions work but doing so within the product’s natural medium. So "Uncover Your World" was developed as an immersive digital experience that brings to life the Google search app via Google’s rich media platform, AdMob (which it acquired last year), and 3-D modeling and printing to add dimension to the visual elements in the ad.
The rich media platform allows for integration of inline audio and video with other phone features like...