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Want to know what the future of content marketing looks like? Just ask Google – or more accurately, check out its leaked patents for a new type of advertisement. It’s emblematic of what brands should be doing to stay top-of-mind among prospects and ultimately lead to higher engagement and conversion rates.
The new advertising product is basically a content-rich splash ad that follows users from one page to another. Rather than a banner, which just takes customers to a landing page and interrupts the flow of their navigation, these “morphing” ads will feature menus for readers to click on and manipulate and multiple forms of content, including pictures, video and text. More importantly, the ads will follow people from one site to another, allowing them to continue reading no matter what page they’ve loaded....
A new prototype advertising from Google demonstrates how brands should create content that follows customers and adapts to their preferences.