Google has launched next-generation online adverts that provide feedback based on user response.

Gadget Ads are miniature applications that combine interactive Web 2.0 style features with traditional advertising content, encouraging internet users to engage with the advert via built-in tools and services.

In one example, a promotion for a new car offers users the chance to find traffic information by submitting their location to a search box. Other ads can offer games, video presentations and built-in news feeds relating to a product or business.

Feedback provided by Google's Analytics service will allow advertisers to monitor how people's responses, paving the way for more targeted marketing campaigns.

Gadget Ads are capable of supporting video and real time data feeds as well as programming languages like Flash and HTML, allowing for more versatile range of design options.

Google forecasts that future banners will eventually use payment applications like Paypal to allow browsers to buy products or services directly from an advert.