Goog updates

GOOG on Wednesday plans to significantly expand its test of a new advertising format, dubbed "Gadget Ads," that it says will allow advertisers to engage with consumers to a degree not previously possible. The ads, which are small software programs known as "gadgets" or "widgets," can incorporate real-time data feeds, images and video. As such, advertisers can mingle their pitches with all sorts of content that could interest prospective customers, potentially keeping their attention longer than would be likely with a standard ad. [Dow Jones]

Google Gphone still on the way, say sources; Google will definitely launch its own-brand handset but has yet to finalize the handset's specifications, OS, production contractor and operating partners, according to sources at Taiwan handset makers. Digitimes

GOOG has hired Andy Berndt, co-president of the New York office of WPP Group PLC's Ogilvy & Mather, to be managing director of Google's newly formed Creative Lab unit, which will look for more creative ways Google products can be used in marketing pitches. GOOG wants to work closer w/agencies on new ways GOOG pdcts can be used in advertising. Berndt's hiring is likely to unnerve some on Madison Avenue, who may worry that Google intends to get into creative services (the task of designing ads), which is the ad industry's bread and butter. A Google spokeswoman said the company was "not moving into the ad agency business" and wouldn't work with marketers directly. [Wall Street Journal]