Google Adwords team has announced the launch of its new Expandable ad format on 4th of this month. These are rich media ads that would be served via Google's content network. This ads can expand to become double their original size to provide more information to the users. These ads can also include streaming videos and other multimedia element to give users a more interactive experience.
These ads would expand only when clicked and this would be a great way to measure actual user engagement by avoiding expansions due to accidental mouse overs. At present expandable ads are in Beta phase and are available only in the U.S. to advertisers and agencies participating in our 3rd Party Ad Serving program.
Expandable ads might be an excellent option for advertisers and it would definitely enhance the user engagement thereby providing Adsense publishers to offer a better user experience. However one critical factor that needs to be checked is whether Google is going to pay the publishers when a visitor clicks on the ad to expand it or would Google pay only when the visitor does the second click to move onto the advertisers website.