Google hints at interactive adverts

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Eric Schmidt, Google's chief executive, has hinted at the search engine company's future plans for online advertising. Speaking to the Wall Street Journal last week, Schmidt revealed that the organisation were focused on 'interactive adverts'.

The comments, noted from Schmidt during a media conference in Idaho, suggested that Google have been experimenting with ways to offer users a more engaging advertising experience.

Writing on the story in the Wall Street Journal, Jessica Vascellaro revealed:

"Such ads, which could appear anywhere on a web page, not just inside a video, would be like mini-web pages. That means they could allow Web users to watch a video, leave a comment and see real-time updates within the ads that are more customized to their interests."

The announcement led many to speculate that Google would be looking to introduce rich media space in the SERPS as the year progressed. Last week, it was revealed that the company was trialling the inclusion of location data in the sponsored links column.

Speaking about Schmidt's comments, a spokesperson for Google said:

"We don't have anything additional or specific to announce, but we're definitely doubling down on display and video ads. We're always looking to develop new formats and features that make them more interactive, engaging and effective."

In 2009, American companies spent $22.7 billion (£14.9bn) in online advertising, roughly around 17 per cent of the advertising market as a whole.