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Google is developing new ad formats that are designed to take over the entire screen of a smartphone or tablet — ads that will no doubt irk many users, especially those with fat fingers.
Some brand advertisers aren’t as keen on mobile ads as the majority of ads on offer tend to be small banners — which are often only clicked on by accident and are sometimes so tiny they are ignored by users altogether.
These new full-screen ads, known as "interstitials", are designed to pop up at a “logical break point” between tasks or levels in an app, Google’s director of product management for display ads, Jonathan Alfterness, told AdAge. That could mean clicking into an article on a news app or entering the next stage on a game, for example.
A new form of mobile video ad is among the full-screen newbies. Just like YouTube, users can choose to skip the ad after a few seconds if it’s not to their liking. This format had previously just appeared in games but now, given the phenomenal growth in videos viewed on mobile, Google plans to launch it across a wider range of apps that partner with its AdMob advertising network.
Also taking over the screen will be large, premium-looking text ads, that are designed to look like the expensive ads found in glossy magazines — simple, sophisticated and without those off-putting flashy buttons.



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