Just over a month ago, Google introduced a way for users to stream apps from its search engine. Recently, Google is introducing the same technology to mobile ads. This means that app developers will be able to produce mini versions of their apps and incorporate them into mobile ads.
With the introduction of “streaming app ads”, it would be possible for app developers to have a wider reach for their apps. Other than that, Sissie Hsiao, Google’s head of product for mobile ads, mentioned that Google has found that a lot of apps downloaded by users are only used once and never after. With Google’s new implementation, users can easily “try” an app before downloading to hopefully eliminate the need to download before trying a certain app.
Google named this new interface as “Trial Run” ads. Trial Run ads will normally run up to 60 seconds in which developers can insert custom APK files. In addition to that, Google said that the pricing for Trial Run ads will use the standard app install pricing. To put it in simpler terms, developers may receive free engagements from users that don’t necessarily want to install the app but just wants to try them out.
Besides Trial Run ads, Google has also introduced “Interactive Interstitials” ads. It is basically a HTML 5 mobile advertisement that can be interacted with by either swipe or touch. This feature is already being used by Zalora for its ads. However, Google mentioned that both of these features are currently still being tested and should be implemented in the near future.