With Google’s new ad technology, you can save time by avoiding unnecessary installation
With Google's new advertising tool, you can now get an idea about what the app entails without installing it. The tech giant has introduced two new formats of interactive mobile ads namely, Trial Run Ads and Interactive Interstitials Ads.
In the Trial Run Ads, app publishers can create ads like mobile games’ mini-versions. Apps are made to run over virtual machines on Google cloud platforms. The machine extracts the app and implements the end user’s touch responses from where the pixels are sent back to the client. In short, it will enable users to play a live app in a 60-second ad. Google has released a Cookie Jam ad to illustrate how this one-minute long demo works.
With Interactive Interstitials, advertisers are no longer restricted to standard templates. They can use HTML5 to design the ad. The ad can be built either from scratch or by adjusting templates. These ads are not restricted to gaming apps only; they can be used for regular apps as well. Users can swipe through offers and product galleries before installing the app.
According to Google’s Mobile Ads product head Sissie Hsiao, the main goal behind these formats is to assist ad developers in finding the right user for their product. The executive added that a number of apps are not even used after the first time. Thus, these types of ads would prevent unnecessary downloads. Advertisers will pay Google for the interactive mobile ads only when a user hits the install button. For now, the ads are in beta and only a restricted set of advertisers have been given access to both the formats. App streaming is currently only available in US smartphones that run on Android Lollipop or Marshmallow and have Wi-Fi enabled.
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