Dive Brief: 

• Google is improving its mobile ad offerings with the introduction of four new ad units and tools for brands that will make ads harder to miss for mobile users. 
• Three of the four new units are full-screen takeovers— multimedia, interactive mobile lightbox engagement ads, in-app video ads that are similar to YouTube ads, and a magazine style text ad. 
• The fourth unit is an anchor ad that is delivered like a mobile banner ad, but is anchored to its spot throughout a user scrolling through a mobile page. 

Dive Insight:

Mobile screens are the next frontier of advertising and companies are still struggling to find what works. Mobile banner ads are so small and are easily ignored. Google is banking that users are used to being interrupted with ads by now, so if that theory is true, the full page ads will only be mildly annoying and not detrimental to the campaigns.