Google adds expandable adverts to search results

Google is to introduce expandable ads

Google has announced plans to trial a new form of advertising which will introduce expandable adverts to its search results pages.

If a user clicks on an advert it will expand over the page, enabling different sorts of media content, the company explained.

"Expandable ads are rich media ads that can expand beyond the original size of the ad unit, following a user-initiated action," said the company in a blog posting.

"This creates more real estate for the ad, allowing for more interaction from interested users. For instance, expandable ads may stream a movie trailer, show video game clips, or display various views of an item for sale."

Google is anxious to avoid irritating its user base, however, and will impose restrictions on the adverts. Users will have to click on the ad, rather than just roll a mouse over it, and the expanded ads are limited to double the width or height of the original size.

Users will also be able to shut the expanded advert at any time, and can even block them altogether using Google's Competitive Ad Filter.

The new adverts are currently available only to advertisers in the US, but are likely to be expanded to other markets if successful.