Google has revealed that it will offer European advertisers the opportunity to increase their display ad creativity with the introduction of a new Active View format.

The  display ads – frequently utilised by Internet marketing professionals – are currently featured on relevant sites located within the Google Display Network.

Active View will enable users to expand these adverts simply by hovering their cursor over the top of them. This extra space will enable advertisers to branch out by including, for example, games, livestreams and videos for users to interact with.

Advertisers will continue to only pay for those ads that have been expanded.

Commenting on the potential of the Active View format, Google’s vice president of display marketing, Neal Mohan, told Marketing Week: “The delayed hover-to-expand functionality provides a better user experience and it also means that brand marketers are only reaching those users who are truly interested in what they have to say.”

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