Immersive content items

1. A method comprising:

receiving, from a content item provider and by one or more computers, text and multiple images or videos;

generating, by the one or more computers, an immersive content item that includes:

the text;

the multiple images or videos;

code that causes presentation of a first presentation interface that presents a first image or video from among the multiple images or videos when the immersive content item is initially presented on a resource that includes other content;

code that causes, in response to user interaction with a given interaction point in the first presentation interface, a visual transition from the first presentation interface to a second presentation interface that includes an expansion of a user interface area occupied by the immersive content item;

code that causes, in response to a first swipe interaction with the immersive content item in a first direction, a second image or video from among the multiple images or videos to replace presentation of the second image or video without navigating away from the resource that includes the other content;

code that causes, in response to a second swipe interaction with the immersive content item in a second direction that is perpendicular to the first direction, a new sequence of images or videos to be loaded for presentation in the immersive content item in place of the multiple images or videos;

code that causes, in response to a third swipe interaction with the immersive content item in the first direction, a transition between different images or videos in the new sequence of images or videos that differ from the multiple images or videos; and

providing, by the one or more computers, the immersive content item for presentation in a portion of a resource that is i) provided by a publisher that differs from the content item provider, and ii) includes content that differs from the content in the immersive content item.

2. The method of claim 1 , wherein generating an immersive content item comprises generating an immersive content item that includes multiple interaction points that each trigger a different action in response to interaction with different interaction points.

3. The method of claim 2 , wherein at least one of the multiple interaction points is configured, upon interaction, to generate a new search query related to an already received search query and submit the new search query to a search engine to retrieve new search results that are presented at a client device that presented the immersive content item.

4. The method of claim 3 , wherein the new search query is for a source of a product or service presented by the immersive content item.

5. The method of claim 1 , wherein generating the immersive content item comprises generating the immersive content item to include at least one scrollable image portion that includes an initial image that is presented, and plural images in a sequence, wherein the scrollable image portion includes code defining a first control for transitioning between the initial image and the plural images in accordance with the sequence.

6. The method of claim 5 , wherein generating the immersive content item to include the at least one scrollable image portion comprises generating the immersive content item to include a last image in the plural images, the last image including an interaction point and descriptive text for redirecting a user to a web resource with additional information relating to the plural images.

7. The method of claim 1 , wherein providing the immersive content item includes providing instructions that cause loading of the first presentation interface at a time when the immersive content item is provided, the method further comprising upon receipt of an interaction with the given interaction point, causing presentation of at least a first image.

8. A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more data processing apparatus cause the one or more data processing apparatus to perform operations comprising:

receiving, from a content item provider, text and multiple images or videos;

generating an immersive content item that includes:

the text;

the multiple images or videos;

code that causes presentation of a first presentation interface that presents a first image or video from among the multiple images or videos when the immersive content item is initially presented on a resource that includes other content;

code that causes, in response to user interaction with a given interaction point in the first presentation interface, a visual transition from the first presentation interface to a second presentation interface that includes an expansion of a user interface area occupied by the immersive content item;

code that causes, in response to a first swipe interaction with the immersive content item in a first direction, a second image or video from among the multiple images or videos to replace presentation of the second image or video without navigating away from the resource that includes the other content;

code that causes, in response to a second swipe interaction with the immersive content item in a second direction that is perpendicular to the first direction, a new sequence of images or videos to be loaded for presentation in the immersive content item in place of the multiple images or videos;

code that causes, in response to a third swipe interaction with the immersive content item in the first direction, a transition between different images or videos in the new sequence of images or videos that differ from the multiple images or videos; and

providing the immersive content item for presentation in a portion of a resource that is i) provided by a publisher that differs from the content item provider, and ii) includes content that differs from the content in the immersive content item.

9. The non-transitory computer storage medium of claim 8 , wherein generating an immersive content item comprises generating an immersive content item that includes multiple interaction points that each trigger a different action in response to interaction with different interaction points.

10. The non-transitory computer storage medium of claim 9 , wherein at least one of the multiple interaction points is configured, upon interaction, to generate a new search query related to an already received search query and submit the new search query to a search engine to retrieve new search results that are presented at a client device that presented the immersive content item.

11. The non-transitory computer storage medium of claim 10 , wherein the new search query is for a source of a product or service presented by the immersive content item.

12. The non-transitory computer storage medium of claim 8 , wherein generating the immersive content item comprises generating the immersive content item to include at least one scrollable image portion that includes an initial image that is presented, and plural images in a sequence, wherein the scrollable image portion includes code defining a first control for transitioning between the initial image and the plural images in accordance with the sequence.

13. The non-transitory computer storage medium of claim 12 , wherein generating the immersive content item to include the at least one scrollable image portion comprises generating the immersive content item to include a last image in the plural images, the last image including an interaction point and descriptive text for redirecting a user to a web resource with additional information relating to the plural images.

14. The non-transitory computer storage medium of claim 8 , wherein:

providing the immersive content item includes providing instructions that cause loading of the first presentation interface at a time when the immersive content item is provided; and

the instructions cause the one or more data processing apparatus to perform operations further comprising, upon receipt of an interaction with the given interaction point, causing presentation of at least a first image.

15. A system, comprising:

a data store storing instructions; and

one or more data processing apparatus that interact with the data store and execute instructions that cause the one or more data processing apparatus to perform operations comprising:

receiving, from a content item provider, text and multiple images or videos;

generating an immersive content item that includes:

the text;

the multiple images or videos;

code that causes presentation of a first presentation interface that presents a first image or video from among the multiple images or videos when the immersive content item is initially presented on a resource that includes other content;

code that causes, in response to user interaction with a given interaction point in the first presentation interface, a visual transition from the first presentation interface to a second presentation interface that includes an expansion of a user interface area occupied by the immersive content item;

code that causes, in response to a first swipe interaction with the immersive content item in a first direction, a second image or video from among the multiple images or videos to replace presentation of the second image or video without navigating away from the resource that includes the other content; and

code that causes, in response to a second swipe interaction with the immersive content item in a second direction that is perpendicular to the first direction, a new sequence of images or videos to be loaded for presentation in the immersive content item in place of the multiple images or videos;

code that causes, in response to a third swipe interaction with the immersive content item in the first direction, a transition between different images or videos in the new sequence of images or videos that differ from the multiple images or videos; and

providing the immersive content item for presentation in a portion of a resource that is i) provided by a publisher that differs from the content item provider, and ii) includes content that differs from the content in the immersive content item.

16. The system of claim 15 , wherein generating an immersive content item comprises generating an immersive content item that includes multiple interaction points that each trigger a different action in response to interaction with different interaction points.

17. The system of claim 16 , wherein at least one of the multiple interaction points is configured, upon interaction, to generate a new search query related to an already received search query and submit the new search query to a search engine to retrieve new search results that are presented at a client device that presented the immersive content item.

18. The system of claim 17 , wherein the new search query is for a source of a product or service presented by the immersive content item.

19. The system of claim 15 , wherein generating the immersive content item comprises generating the immersive content item to include at least one scrollable image portion that includes an initial image that is presented, and plural images in a sequence, wherein the scrollable image portion includes code defining a first control for transitioning between the initial image and the plural images in accordance with the sequence.

20. The system of claim 19 , wherein generating the immersive content item to include the at least one scrollable image portion comprises generating the immersive content item to include a last image in the plural images, the last image including an interaction point and descriptive text for redirecting a user to a web resource with additional information relating to the plural images.