Following the ability to show app content within web search results, Google has continued to expand the options for app developers to reach new audiences by adding interactive ads. The company just unveiled an app ad format that lets users stream and play a game for up to 60 seconds before downloading the full app. Trial Run Ads are like demo versions of an advertised game app. Users can get a taste of the game before committing to download. This increases installs and attracts higher quality users, choosing a game based on their experience.
Trial Run Ads allow gamers to test an app before downloading
Sissie Hsiao, Head of product for mobile ads, Google, explains:
“You can buy ads, you can get apps installed. But a lot of apps are used once or they’re never used, even after they’re installed. We found that 1 in 4 apps is never even used, and there’s often this ‘try once’ experience, and then [the app is] never used again.”
In addition, Google announced a beta for Interactive Interstitial ads. The HTML5 ads let developers customise the user experience according to their app. The format is not exclusive to gaming apps and allows for a more creative experience, added optimisation capabilities and additional branding possibilities. Fashion retailer Zalora was one of the first to test the feature and designed an ad that offers consumers a chance to discover exclusive offers when swiping the ad.
Zalora tests Google’s Interactive Interstitial ads
Marketers get to immerse users in an experience that makes them want to spend time with a brand’s app. Ads can be used to showcase latest products through galleries and highlight elements of personal branding, showcasing the value of an app before install.