From aesthetic showcases of hotels and alluring pictures of beaches, through to interactive maps and YouTube videos such as villa ‘walk throughs’, Google Lightbox will strike lightening into the travel display market.
In October 2012 Google announced the beta launch of a new cost-per-engagement display ad format called ‘Lightbox’, currently only available in the US and Canada.
Google’s Lightbox expands a display ad after a viewer has hovered over it for two-seconds. By only charging advertisers once the ad has been lingered over and expanded, Google is vastly improving ROI because advertisers are only paying for properly engaged viewers.
Lightbox is just the latest addition to Google’s new ‘family of ads’ that prioritise engagement over clicks. According to Google, marketers should be focusing on impressions, rather than clicks, claiming that: “90% of sales generated from online branding ad campaigns were from people that saw, but did not interact with, ads - proof that it is the delivery of the marketing message to the right consumer, not the click, that creates real value for brand advertisers”.
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