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Full-Screen In-App Ads Get a Google Makeover

Posted on 8.27.2015

Google announced a new design for its interstitial in-app ad formats (also known as full-screen ads) for the AdMob network and the DoubleClick Ad Exchange.

The new app install interstitial (seen below on the right, with the old version on the left) shows a larger cover photo, features a round install button, and provides matching color schemes (a technology called "color extraction" that makes ads more consistent to the brand's look by extracting a dominant color from the cover photo or app icon and applying it). The new in-app ad design also features the app's rating and a screenshot gallery which appears when users tap "More images."

Google also redesigned its text-based ads for mobile to improve readability, and now contains a larger headline and a round call-to-action button that clicks through to the website.

"As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap."


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