In a world saturated with advertising—across screens, print, streets, and every corner of the internet—standing out is harder than ever. But visibility is only half the battle. The real challenge is capturing meaningful engagement.
This is where Google’s Engagement Ads, also known as Rich Media ads, come into play. Designed for deeper user interaction, these ads invite the audience to choose how and when to engage—resulting in more intentional, high-quality interactions.
According to Google, users were 10x more likely to interact with Engagement Ads than with standard GDN banners back in 2014—a trend that continues today.
These formats use hover-to-expand functionality: a user must hover over the ad for two full seconds to activate it. This reduces accidental clicks and increases qualified engagement, translating to stronger Click-Through Rates (CTR) and better ROI.
Pay for Engagement, Not Eyeballs
Instead of traditional Cost-Per-Click (CPC), Google charges per engagement (CPE)—only when a user actively expands or interacts with the ad. This model not only saves budget but shifts the focus from impression-based volume to interaction-based quality.
Engagement Ad Formats
Hover-To-Play
Begins as a standard banner and expands to reveal video with sound and motion. Available in 300×250 or 336×280 formats.
Lightbox Ads
These interactive units expand to near full-screen and come in three key variations:
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Standard: Expands from IAB sizes to 900×400
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Masthead: Uses your YouTube Masthead in a Lightbox format for maximum reach
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Catalog: A digital product brochure using clickable annotations that link directly to product pages on your site
These formats combine visual storytelling with measurable, performance-led engagement.
Case Study: Private Property
South African real estate platform Private Property pioneered the use of Lightbox Catalogs and Hover-To-Play Ads to build momentum for its “Where do you want to live?” competition campaign.
Participants voted for their ideal city, and the campaign achieved remarkable results:
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High interaction rates
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9% increase in sessions
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7% growth in user numbers
The campaign proves how Engagement Ads can combine creativity with measurable impact, increasing both visibility and site traffic.
Should You Use Engagement Ads?
That depends on your campaign goals. If reach is your objective, standard GDN banners still serve a purpose by generating volume and unique impressions. But if you’re prioritising user interaction, engagement depth, and efficiency, Google’s Engagement Ads are a smart addition to your display strategy.
They offer the rare mix of intent-based engagement and cost-efficiency, making them especially useful in brand-led performance campaigns.
