Testing a new format for brands to start conversations across the web - +Post Ads

Brand advertisers want to create visually rich, compelling experiences online, which is why we’ve seen growing interest from advertisers in formats designed around engagement, like TrueView and Engagement Ads. We’ve recently started testing a new, brand-friendly format: +Post ads. +Post ads allow a brand to take a piece of their public Google+ content, like a photo, video or even a Hangout, and with a few clicks, turn it into a display ad that can run across the more than 2 million sites in the Google Display Network. This lets brands think of the entire web as their social stream.

Bringing together the sharing capabilities of Google+ and the reach of our ad products has already allowed advertisers to better connect with customers, and customers to better discover what others are thinking. For example, showing social annotations on search ads has helped increase click through rates, and advertisers that ran Hangouts on Air in the YouTube masthead have seen strong participation. Similarly, +Post ads will allow advertisers to start conversations right from the ad - consumers can reshare a video, leave a comment or a question for the brand, or even join a live Hangout. These conversations create a valuable community around a brand where people can talk with each other and with the brand itself. 

A select group of partners, including +Toyota USA  and Mondelez brands +RITZ crackers  and +Cadbury UK  are currently running +Post ads and seeing expansion rates 50% higher than the industry average for rich media ads. Over the next few months, we’ll collect feedback from brands and users, and plan to open this format up to additional advertisers. For more details, visit http://goo.gl/j2TuLM and check out this quick video about how Toyota is using +Post ads to drive consideration for the newly launched Corolla.

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70 comments
 
Definitely a game changer, this appears to be a new advertising frontier. Social marketing, engagement and advertising on steroids. Thank you for posting this +Eran Arkin!  
 
Just hope I won't see any ads in my stream any time soon.

This is awesome though!
 
Would this be managed in AdWords?
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 +Eran Arkin  You might want to try adding a /business in the displayed URL at the end of the video ;-)
 
Allow brands to drive G+ visits and make money from it too?
 
I cannot wait to get an ad running for my Home Improvement business! This is huge!
 
Awesome + congratulation solution.
 
I was worried about g+ ads. This is social ads done right.
 
This is definitely the future of online advertising.
 
please tell me why brands should pay Google to bring users to visit the G+ web site? To me this seems wasted money. I can invest the same money to bring people to MY web site... come on Google, you can do better stuff than that...
 
Look it will be great.. That's the way GooglePlus also can increasing members..
 
How long can a ball pythyon go with out eating
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transforming Google Plus posts into ads.... interesting idea.
 
+Cristiano Q.  - maybe your 12, but in case your not...
Social engagement, inbound marketing, brand awareness, etc are all entirely different things. You do not have to hard-sell all the time to build a successful brand/business. Paying to be a part of a specific social discussion makes sense and is absolutely valuable. If #Ritz wants to pay to have a (Google+) picture of its new cracker displayed all over the web, and the ad links to the Ritz Google+ page, where there are many people discussing the cracker.....this is strengthening the community of like-minded people who like Ritz by joining them together in a virtual environment. This is no different than a bunch of people hanging out at a Monster Energy Drink Booth at an #xgames event.
 
Interesting...Thinking about how to experiment with this...wondering how much it costs..
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What are the parameters, barrier-to-entry, for being a Brand? How is a brand defined and will users eventually be able to monetize their own content?
 
Wow! Does this mean users can watch a video or a Hangout in a +Post ad while on the Google Display Network? This will take display advertising and brand engagement to a whole new level. I can definitely see this working for Retail brands and Entertainment (movies/music artists)...
 
Basically post become the part of our web page, it will be change when we will post new at g+
 
Is these adds will be on our web pages??
 
Hello, i am working for the Non Profit Organisation "Initiative Vermisste Kinder" in Germany. Is it perhaps also possibel to use the +Post Ads for searching Missing Children?
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Hi +Initiative Vermisste Kinder - please refer to the beta link, we will expanding in the next few months. Also please check out Google.org for non profit related materials.
 
I want more details about this ad!
 
This is very interesting. When will it be available for smaller brands or citizen groups?
 
very exciting news +Eran Arkin . Will be watching how this develops. This could be particularly interesting for SMEs in niche markets as well as global brands.
 
Great. Now fix the clunky way things get integrated between G+, Youtube, Gmail, Places, Pages, blogger...etc. when profiles are created or need to be edited. 
 
So, social posts not labelled as ads, being sold as ads in the GDN (I assume) no tagging, no mention of it being an ad at all, just pushed out to peoples web pages and folks get charged on a CPM, per engagement, CPC model?

How will this impact on publishers? And what would the FTC or ASA have to say about all this?

And what of the impact on many companies using G+ as a conversational tool?

Do they suddenly have to be mindful that their every post may well be used as an ad and charged to their PPC account?

How will their followers react to posts that are designed to attract clicks or sales for instance?

Interesting idea (simply because of the power and reach) but we need a little flesh on the bones and some extra detail from Google as to the finer mechanics and logistics of this in practice. A potential minefield for all!

Don't get me wrong, it's definitely a cool innovation with potential in the right context and sitting but I  feel that to package it all simplistically as an "ad" is a little confusing and blurs the lines between organic social content created by brands and ads created by brands. How will we as users be able to differentiate? Will every piece of content that appears on the GDN be an ad? Or will it be a piece of socially shared content from the G+ stream?

 I'm sure you guys are having these very conversations in house +Eran Arkin would be great to learn how this is expected to work in a way that is clear and transparent and assuages the concerns of the various constituencies. Thanks!
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