A new AdSense ad format started popping up on websites at the end of last month that puts the emphasis on ad headlines.
In the new interactive format, only the ad headlines are displayed in large font with arrow button icons next to them:
However, when you mouse over a headline, it becomes underlined and then animates and reforms to show the full ad.
When you mouse over the next ad, the previous ad reverts back to the headline in a smaller font for a brief period before returning to the larger font size.
Google remains tight-lipped about the new formats. It is not known what impact the new format is having on clickthrough rates. When asked for details, a spokesperson for the company responded, “We’re always experimenting with new formats but don’t have anything to announce at this time.”