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Google launches new interactive interstitial ads and in-ad game tryouts
Posted On Dec 03 2015
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The addition is one of two new app install ad formats arriving today, says Google, the other one being a way to create touchable, “swipeable”, more engaging and mobile-friendly advertisements called “Interactive Interstitials”. Now, the company will apply that same technology to ads, which may sound boring, until you consider the ancillary benefit to you, smartphone time-waster: free game trials.
Trial Run Ads will likely be popular with gaming apps, allowing users to stream a game before deciding if they like it enough to download the whole thing.
“Interactive Interstitials offer a truly custom experience that can include your app’s value proposition and the functionalities you want to highlight, all painted in your personal branding strategy”, Google said in a blog post today.
Google also announced the introduction of new Interactive Interstitial ads. “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”, Hsiao adds.
The ads work particularly well for advertisers who are looking for higher user engagement in installers, Google said.
The distinction between these ads and apps streaming as the result of a search is that while the latter offers full app-equivalent experiences, Interactive Interstitials act as small tastes of what apps can offer.
The first new type of ads are called Trial Run Ads, which “let a user play a game for up to 60 seconds by streaming content from the app before downloading”. In one example, Google said global fashion retailer Zalora utilized the feature to allow users to swipe for an exclusive offer.
Both new app install ad formats are available now for a limited number of testers. App data and content can pull into the ads dynamically and app marketers can get creative with the content they show and ways in which users interact with the ads. If you’re a developer, make sure to check with your account manager to see if you have access now.
