Google has introduced mobile video interstitials and native ad formats to its programmatic DoubleClick Ad Exchange, bringing these mobile-first ads to clients like eBay and others in a way that can use real-time bidding to ensure that the right audience is found for the best possible price.

The ads will available on Googles open-auction and private marketplace, and will initially be limited to app-based ads before expanding to cross-screen native ads within the next few months.

eBay was among the firms who beta tested the new formats using programmatic, and the online marketplace saw strong results from its initial trials. The company recently rolled out its Native Mobile Programmatic solution, offering brands a new way to target consumers, and has seen a 260 per cent increase in ad engagement on average, with click-through rates of up to five per cent on some campaigns.

“Were focused on leveraging DoubleClicks technical footprint to bring scalability to our native mobile programmatic offering,” said Brian Brownie, director of US display operations & programmatic advertising at eBay. “Our success with desktop private marketplaces, backed by eBay insights, has unlocked massive client adoption and this next phase of mobile delivery is a continuation of the effort.”

The mobile video interstitials in apps that the DoubleClick Ad Exchange will offer are full-screen, immersive ads, making use of the higher engagement and click-through rates of video, as well as its popularity with marketers, to drive adoption of the new programmatic offering.

“Video is key to driving brand impact in the moments that matter, no matter where they occur,” said Jonathan Bellack, direct of product management at Google. “Together, these innovations help address a strong demand from ad buyers for native and mobile video formats that can be bought programmatically.”