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Loading...New ad format in Gmail
Gmail is introducing a new ad format in its mobile app in the form of a persistent bar at the bottom of the screen. Unlike traditional sponsored messages, this “sticky” model displays a product image, brand, and price directly while browsing email. This change shifts the focus from reading email content to immediate interaction with a specific commercial offer that accompanies the user throughout their time in the app.
What does this mean for you?
For a Marketing Manager, this change is primarily a tool for radically filtering traffic and protecting margins. The explicit display of price at the banner level means that every click results from a conscious purchasing decision, allowing you to filter out users who don’t match your budget criteria before they even reach the website. However, it also forces a move away from generic creatives toward precise product selection—in this format, a weak offer will not only fail to convert but may also negatively impact brand perception due to its intrusiveness.
