Google Inc. is testing a new advertising format that it hopes will make people spend more time looking at ads online, and even embed them in their own Web sites. Called Gadget ads, the service has already been in testing with a small handful of clients. On Wednesday Google announced that it was widening the tests considerably, which means more of the ads will start appearing on Web sites. The format allows companies to build ads that include audio, video, games and live data feeds, and to spruce them up with the Flash and JavaScript programming languages. The ads wind up looking like small Web pages within a Web page, and people can save them to a blog or their iGoogle home page. The gadget ads run on Google's Adsense advertising network and are priced by number of clicks or number of impressions. Google didn't say when the testing period would end, but the it said Gadget ads will eventually be available in 20 languages and 100 countries.