Flipbook creatives

This feature is currently in beta. Contact your Google Marketing Platform Support representative for more information.

Flipbook is a 300x250 outstream video format for mobile web. Flipbook creatives provide an enticing, interactive, silent preview of a video as viewers scroll through content. Viewers scroll up or down to control the playback speed and direction of the preview clip, creating a playful DJ scrub interaction with your 1–5 second video preview. Viewers can then click to play the full video with sound.

See an example Flipbook ad

Benefits

  • Interactive ad experience that draws potential customers to engage with the ad while giving them complete control on how they engage with it
  • Get access to more video inventory on mobile web
  • Our research shows that Flipbook has a higher brand recall rate vs. banner and autoplay ads

Assets

Asset Description Specs

Logo

Logo or brand image

  • File types: .jpg, .png
  • Maximum dimensions: 170 x 65 px
  • Maximum file size: 20 KB
Video

Full video with sound. You'll select a 1–5 second clip within this video for the interactive preview.

 

  • File types: .avi, .m4v, .mov, .mp4, .mpeg, .mpg, .ogv, .webm, .wmv
  • Aspect ratio: 16:9 only (vertical videos are not supported)
  • Maximum file size: 1 GB
  • Maximum length: 60 seconds
Landing page URL The webpage to send people to when they click your call to action.  
Call-to-action text

Call-to-action that leads to your landing page

 

30 character limit
Color bar

Color bar overlays the bottom edge of the video

 

Hex color value

Make a Flipbook creative

Before you get started, review the Flipbook guidelines for best practices on choosing the right video and highlight clip.

  1. Open your advertiser, then click Creative and then Format Gallery in the left menu. (Alternatively, you can click Creatives, then click New and then Creative from format gallery).
  2. Find Flipbook, then click Create.
  3. Upload a logo image (maximum 170 x 65 pixels, .jpg or .png only).
  4. Upload a video file (maximum length 60 seconds, maximum size 1 GB). You must wait for processing to finish before you can move to the next step.
  5. Select a 1–5 second clip from the video you uploaded. For best results, choose a clip that's visually interesting to watch, especially when viewed normally and in reverse, or at different speeds, since the clip responds to the direction and speed of the user's scroll on the page. To select a clip, click Edit Edit. (The pencil icon will turn from gray to black when the video is fully processed.)
    1. The selected clip start time and length is highlighted in blue on the progress bar below the clip preview.
    2. To choose a different start time of the clip, you can drag the selected blue clip left or right along the progress bar.
    3. You can also use the left and right arrows to make adjustments to the start and end time of the selected clip (each click of the arrow adds or removes 5 milliseconds).
    4. Scroll up and down to preview your clip. When you're done editing, click Done.
  6. To change the call-to-action text and enter your landing page URL, expand the Text panel.
  7. (Optional) To change the color and opacity of the color bar, expand the Style panel.
  8. To enter a name for the creative, click the Details tab.
  9. (Optional) To add a backup image and backup reporting label, expand the Backup image panel.
  10. Save the creative as a draft or publish it.
    1. If you're ready to assign the creative to line items and start serving it, click Publish all. This will save and publish all changes in both Ad Canvas and Details tabs.
    2. If you need someone else to review and approve the creative first, click Save all. This will save everything in both Ad Canvas and Details tabs, but the creative won't be eligible to assign to line items. See the preview steps below to share a preview with anyone. (You don't need to sign in to Display & Video 360 to preview the ad.) After the creative is approved, publish it.

Preview a Flipbook creative

When you're finished building your Flipbook in Ad Canvas and you're ready to test and share it, click Share preview Share. A window appears with a full preview link. Click the preview link to open it in a new window where you'll see the additional preview options below.

Preview directly on a mobile device

  1. To preview on your phone or tablet, click Preview location.
  2. If you have the Creative Preview app installed on your device, select the device's name under "Push to device" to send a preview to the app.
  3. If you don't have the Creative Preview app installed, click Scan QR code. Pick one of these options:
    • Scan the QR code on the screen using a QR code scanner app on your device.
    • Right-click the link below the QR code, then copy it and send it to your mobile device, or share it with someone.

Compatible inventory

Flipbook is currently only eligible on Ad Manager inventory. Flipbook teases users through a cool scroll-based interaction, and as such, it is designed for below-the-fold inventory. When you set up targeting for Flipbook creatives, target smartphone inventory that's below-the-fold. Because Flipbook requires scroll events, Ad Manager publishers must use Google Publisher Tags to be eligible to serve.

During the beta period, use the following settings to properly target Flipbook-eligible inventory:

  • Viewability: Active view - All impressions (greatest reach), Ad Position - Below the fold

Reporting

Flipbook allows customers to engage with the ad through both scrolls and video views, and gives advertisers transparency on how users are engaging with Flipbook ads in addition to the traditional metrics like impressions and clicks.

Flipbook also includes metrics that measure not just clicks, but also meaningful scroll interactions in reports. After the beta period ends, you'll also be able to see these new metrics in the Campaign Explorer and in line item and insertion order performance charts.

All video metrics and dimensions such as quartiles, completions, and so on work the same for Flipbook as they do for in-stream video campaigns. The difference is that these events start only after the viewer taps on the ad and the full video starts playing.

Engagement Metrics

  • Scrolls: The number of impressions where a user engaged with the ad via scroll. This is a non-cumulative counter, so even if a user scrolls to engage with the ad, leaves the page and comes back, it's counted as a single scroll.
  • Engagements: The number of impressions where a user engaged with the ad. This could be either in the form of scrolling or expanding the ad to view the video playing with sound on. This is a non-cumulative counter, so if the customer both scrolls the ad and watches the video with sound on, it's counted as a single engagement.
  • Standard video metrics
Forecasting data is not available for Flipbook during the beta period.

How to serve Flipbook creatives

If you're a publisher or exchange who's looking to serve Flipbook creatives, the only requirement is that you have below-the-fold inventory that uses Google Publisher Tags, which allows the creative to respond to scroll events.

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