Marius Veltman’s thought experiment yesterday utilized the Tech Lab’s Full Page Flex and Motion Sensor components to enable viewers to navigate the scenery of the ad in full screen, by tilting their mobile device. 

This component is just one example of many that are being developed by Google’s new Tech Lab, a project created by Google’s Creative Technical Consultants to produce new innovations, push the boundaries of rich media and partner with creative agencies to help take these solutions to the next level. Even the best designers and developers need inspiration, and the Tech Lab has been established to help our DoubleClick Studio Certified Partners experiment with the latest, most innovative ad formats and features for their campaigns. 

HTML5 is still a bit of a “wild west,” both risky and alluring in that it is unchartered territory. There is space for creative designers and developers to experiment with new executions. As Marius pointed out in his article, “the experimentation process … is crucial to developing new ideas and pushing the creative envelope.” 

The Tech Lab helps designers and developers build never-before-seen formats and features into their rich media campaigns. These fresh ideas haven’t been used in many (if any) campaigns before, meaning they are exciting but also untested; but these are the realities of living on the edge of technology. 

To date, the Tech Lab has created 15 innovative formats and features, and today the group is launching three new ones for HTML5:
  • HTML5 Autoplay Video: Start any video within an HTML5 creative automatically, without requiring a user interaction.
  • HTML5 Shake and Shout: Boost your HTML5 creatives by adding cool interactions: Let people blow or shout onto their device and the mic will pick up the cue; or let them shake the phone and the accelerometer will pick up the cue. 
  • HTML5 Twitter Widget: Boost your HTML5 creative’s social IQ by adding the twitter widget and letting viewers view, tweet, retweet, and follow your twitter account directly from your mobile ads. 
If you’re a DoubleClick Studio Certified partner, reach out to your DoubleClick rep to begin working with the Tech Lab. To become a Studio Certified partner, visit our exam page. 

Posted by Becky Chappell, Product Marketing Manager, Google Web Designer