Google's "Uncover Your World" Mobile Ad Format

Google and its agency, Grow Interactive have created an interactive mobile format that uses AdMob’s rich media capabilities. It debuted the format with an ad campaign called "Uncover Your World" that invites the user to explore a virtual cityscape and learn via a self-paced storyline how the Google Search app can "uncover" facts about the world with features like search with voice and search with the phone’s camera.

AdMob's features that have been incorporated in the format include animated HTML5 banners, interactive HTML5 interstitials and expandables, extensive video content In-line video and audio, so the users stay within the ad instead of being directed to the phone’s media player and unlockable games where users tap, touch, and tilt to play.
On average, users spend over a minute and a half interacting with the ad, and of those, 50% go on directly from the ad to download the app, Google said.

Briefly:

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