By clicking on the link, the user would be exposed to the search results from an app, in app form, but all without having to download or install the app. A way which not only looks to highlight the possible new view of app streaming, but also as a clever way to encourage users to download the app. Sort of like an interactive ad for an app.
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Trial Run Ads are 60 second game trials that work via streaming, while Interactive Interstitials are small HTML5 ads that can be used however a developer sees fit.
There’s going to be some tension between search-based and ad-based app streaming for information-packed, redundant apps like hotel listings and recipe books and so on, as developers decide whether to pay for streaming placement, or to let Google index their app-only content and pray to the SEO gods, or both. Developers only pay if the user clicks to install; and, theoretically, they will get more eager downloaders, solving the nagging issue of neglect for apps.
“You can buy ads, you can get apps installed”.
“We understand that experiences on mobile need to be made for mobile, and an ad is no different”, Hsiao and Nahass said.
This format has been in early alpha testing until today’s launch, but has already seen some success in terms of connecting developers with users who are more engaged, and who end up spending more in the apps, says Hsiao, but she declined to share specific metrics. Users can test drive a game within the ad before deciding to download it. Content streams from the app for up to 60 seconds.
In addition to Trial Run Ad, Google will also utilize HTML5 to let advertisers create interactive interstitials, such as swipeable galleries (a la Instagram and Facebook) or scratch-off ads. Essentially, they give advertisers the ability to be more creative with their ads.
It is no secret that Google is looking to change the way in which users interact with apps.
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Both ad types are currently in beta, and are only being offered to a “limited set of advertisers” for now. Just make sure you’re not on a cellular network when you do.
