On Tuesday October 2nd Google’s Jim Lecinski announced new lightbox ads, “a new family of display ads that allow marketers to pay only when a user engages.”

“After a two-second hover, [the ad] expands to a super-sized canvas.”

Check it out:

Apparently this two second hover helps prevent nearly 100% of accidental expansions and they’ve been seeing 6-8X more engagement over standard click-to-expand ads.

The new ad type will probably play into Google’s new Catalogs, which gives consumers a more interactive media experience that seems to be of interest to publishers and advertisers these days.

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