Last month, Google introduced a feature called “app streaming,” which allows users to access apps without having to download and install them on their device.
The company has announced that it is using this technology in its ads as well. Now you can try out a new game you see in an ad without going through the hassle of downloading and installing it.
The company announced two new ad formats on Thursday — called Trial Run Ads and Interactive Interstitial Ads — both of which aim to make it easier for publishers to promote their apps. The former will allow Android device users to try out an app for up to a minute without downloading it. The company says any publisher working with the AdMob ad network, which serves about 650,000 apps, will be able to use the technology.
Interactive Interstitials ads, on the other hand, offer publishers the ability to customize what users want to see. For example, they will be able to decide the “value proposition” of their apps and also highlight the features they want to appear. “Instead of just telling the user about your app, you can offer them an experience unique to your app that will inspire them and make them want to spend some time with it,” the company wrote in a blog post to publishers.
It seems to be a win-win situation for both, publishers and users. Publishers will only have to pay if the user chooses to install their app, while users will not be forced to download something they may not like. With Interstitials ads, users will have increasingly clear information about the app, helping them make a better choice.
Both ad formats are currently in beta, and are currently only offered to a limited number of advertisers.
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