- Google has revised its mobile policy to allow bigger advertisements to appear "above the fold," or the portion of a website that first appears in a browser window without scrolling down, the company announced in a post on its AdSense blog.
- Advertisers are now allowed to use 300x250 pixel ads on the top of mobile web pages without violating the rules set by AdSense, Google’s ad placement service that pays websites for delivering pageviews to advertisers.
- Google changed the policy after careful review, the post said. However, the company warned mobile sites to avoid layouts that cause ads to push page content below the fold and trigger accidental clicks.
Advertisers in every medium face the challenge of trying to get attention without annoying people by being too intrusive. However, quality advertising has been a hot button topic in digital advertising for the past year, making the timing of Google's announcement interesting. With mobile advertising continuing to grow, Google and other platforms must carefully balance delivering quality user experiences with providing marketers the kind of impact for which they are paying.
Google is certainly aware of what it calls “the user experience” in delivering ad content while avoiding unintentional clicks that are wasteful for the advertiser and annoying for the viewer. Marketers and content providers who share the same goal of reaching the right customers will need to be mindful of how Google’s policy change helps or hinders their target audience.
Google said the bigger 300x250 mobile ads can be implemented above the fold in a way that allows content to be clear and accessible. But, as TechCrunch points out, mobile screens have limited room for content and ads to co-exist.
Google says the bigger ad size will not push content below the fold, and perhaps that’s true as mobile screens get bigger. Consumers have shown an appetite for phones with larger displays, like the iPhone 7 Plus, Samsung Galaxy S8+ and Huawei Mate 9, among others. That extra real estate may be just what advertisers and content providers need to work together