Google AdMob Enhances Mobile Ad Controls: Longer Engagement, More Revenue

Google AdMob has recently introduced a new app-level setting that provides developers with enhanced control over high-engagement ads in interstitial and rewarded formats

This update is set to roll out in the coming weeks and offers significant implications for app developers and advertisers alike.

Key Features of the New Controls

The new setting, when enabled, allows for several important changes in ad behavior:

1. Interstitial Ads: These ads can now be made skippable after up to 15 seconds
2. Rewarded Ads: The reward grant time can be extended up to 60 seconds
3. Exit Process: Both ad types can now implement up to a three-step exit process

Implementation and Default Settings

It's crucial to note that this new setting will be enabled by default for all apps

This approach suggests that Google is encouraging widespread adoption of these high-engagement ad formats. However, developers who prefer not to use these new features have the option to opt out through their App settings

Implications for Developers and Advertisers

This update presents both opportunities and challenges:

1. Improved Ad Performance: The longer engagement times and multi-step exit process could potentially lead to better ad performance and increased revenue for developers
2. User Experience Considerations: While the new features may boost ad effectiveness, developers need to carefully consider the impact on user experience. The extended ad durations and more complex exit process could potentially frustrate some users
3. Flexibility in Ad Strategy: The new controls offer developers more flexibility in balancing their ad revenue goals with user experience considerations

Google's Future Plans

Google has indicated its commitment to working with buyers to optimize these high-engagement ads

The company aims to maintain a focus on transparency and user experience while leveraging the potential of these more engaging ad formats.As an experienced PPC expert, you'll want to closely monitor how these changes affect ad performance and user engagement metrics in mobile apps. The default opt-in approach suggests that these high-engagement formats may become increasingly prevalent, potentially shifting the landscape of mobile advertising.