When the Google mobile ads team was looking for the best way to promote the Google Search app for iPhone, the company turned to its in-house AdMob platform for help.
In the software industry, there is a term known as dogfooding — where a company uses its own products to achieve a certain task. In this case, Google worked with Grow Interactive to “eat its own dogfood” by creating a rich media mobile ad for the Google Search iPhone app. The goal of the campaign, dubbed “Uncover Your World,” is to show off Google Search app’s features in an interactive, fun way.
As you can see from the video, the ad is more like a mini mobile app, rather than an advertisement, using HTML5 elements like inline audio and video.
You can also unlock mini games in the ad, which take advantage of features like the microphone, built-in camera and tilt sensors.
Early reports indicate that users really enjoy the ad and interactive ad experience. Google tells us that the average time that users are spending with the ad is 1:30. That’s a significant amount of time for online mobile content in general, let alone an advertisement.
Behind the Scenes
Google and Grow Interactive documented the process of creating the ad in this behind-the-scenes video. We think using a 3D printer to create the models that were captured for the video and in the ad itself was an inspired — and very cool — approach.
Google also provided us with some behind-the-scenes photos of the creation process. It’s fascinating to see the work that went into creating the ad’s components. If anything, the easiest part of the whole process was using the AdMob platform to create the digital and interactive assets.
Cafe Model
Cinema Model
Citywide Model View
Hardware Store
Setting the Stage
The Image Search Menu
Creating the Models
3D Printouts
Navigating the Ad
Painting Drips
Painting the Diner
Taking Photos
Sideview
Tiny Chairs
Tractor Interactions
iPhone users can see and experience the ad for themselves at uncoveryourworld.com.
Let us know what you think of this new trend of interactive, robust mobile ads in the comments.
More About: admob, Google, Google mobile, google search, HTML5For more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Fri, 02 Sep 2011 17:09:11 +0000 at http://feeds.mashable.com/~r/Mashable/~3/zoq_fn61jGs/
Comments: http://mashable.com/2011/09/02/google-uncover-your-world/#comments
In the software industry, there is a term known as dogfooding — where a company uses its own products to achieve a certain task. In this case, Google worked with Grow Interactive to “eat its own dogfood” by creating a rich media mobile ad for the Google Search iPhone app. The goal of the campaign, dubbed “Uncover Your World,” is to show off Google Search app’s features in an interactive, fun way.
As you can see from the video, the ad is more like a mini mobile app, rather than an advertisement, using HTML5 elements like inline audio and video.
You can also unlock mini games in the ad, which take advantage of features like the microphone, built-in camera and tilt sensors.
Early reports indicate that users really enjoy the ad and interactive ad experience. Google tells us that the average time that users are spending with the ad is 1:30. That’s a significant amount of time for online mobile content in general, let alone an advertisement.
Behind the Scenes
Google and Grow Interactive documented the process of creating the ad in this behind-the-scenes video. We think using a 3D printer to create the models that were captured for the video and in the ad itself was an inspired — and very cool — approach.
Google also provided us with some behind-the-scenes photos of the creation process. It’s fascinating to see the work that went into creating the ad’s components. If anything, the easiest part of the whole process was using the AdMob platform to create the digital and interactive assets.
Cafe Model
Cinema Model
Citywide Model View
Hardware Store
Setting the Stage
The Image Search Menu
Creating the Models
3D Printouts
Navigating the Ad
Painting Drips
Painting the Diner
Taking Photos
Sideview
Tiny Chairs
Tractor Interactions
iPhone users can see and experience the ad for themselves at uncoveryourworld.com.
Let us know what you think of this new trend of interactive, robust mobile ads in the comments.
More About: admob, Google, Google mobile, google search, HTML5For more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Fri, 02 Sep 2011 17:09:11 +0000 at http://feeds.mashable.com/~r/Mashable/~3/zoq_fn61jGs/
Comments: http://mashable.com/2011/09/02/google-uncover-your-world/#comments