Media Ads Joins the New Ad Formats Family

Thursday, March 24, 2011

Over a year ago we introduced the AdWords New Ad Formats Initiative to bring more relevant ads to Since then, we’ve launched over a dozen new ad formats, and tested many more. Our new ad formats are designed to make sure that you’re able to reach potential customers with the right information, in the format they want. That’s why we’re proud to introduce our latest format, Media Ads.

Media Ads is a new ad model that introduces new ways to target, pay for, and experience video ads on Unlike Video Extensions, which simply attaches a video player to your existing AdWords ads, Media Ads is an entirely standalone format designed to put your videos front and center.

To start, Media Ads isn’t targeted like typical AdWords ads on With Media Ads, you don’t pick any keywords -- the targeting is completely automated. When someone enters a search on that our algorithms determine is directly related to your movie title (most commonly the title and variations on it), we automatically display your Media Ad at the top of the search results page. Our research shows that when someone searches for a movie title on, they’re most commonly looking for a trailer. With Media Ads, we’re able to help you ensure that those users find exactly what they’re looking for.

The second thing that’s unique about Media Ads is the way you pay. Unlike typical AdWords ads on, you don’t enter any bids for Media Ads. Instead, clicks on Media Ads are charged at a flat rate. This simplified pricing model makes it easier to budget for your Media Ads campaign and to know exactly how much an interaction is going to cost.

Lastly, and most exciting, Media Ads changes the way that you experience video on Unlike Video Extensions, which uses an in-line video player to show videos on, Media Ads introduces a new Lightbox media player. When someone plays your video either by clicking the thumbnail or the “watch” link, the Lightbox player expands to the center of the screen and dims the rest of the page around it. The experience is meant to put the viewer’s full attention on the video and to create a much more theater-like experience.

Media Ads is still in limited release to major motion picture studios promoting new release features. Over time, we plan to offer Media Ads to more advertisers in more industries to help them promote their videos on

Posted by Dan Friedman, Inside AdWords Crew

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