Interactive Interstitial & Tryout Ads from Google
Google is launching new types of mobile ad formats - one that will enable mobile users to try out a game, and another, the HTML5 interactive interstitial ad.
The new "Trial Run Ads" enable users to play a game in the ad for up to one minute. Game content is streamed through the ad from the app before the user downloads it. That puts a lot of pressure on game developers to create incredibly compelling games, but since they are, in effect, pre-qualified, it is likely that the user will continue playing it (increasing the lifetime value of users as a result).
Google also announced a new HTML5 ad that offers a highly customizable user experience that can be tailored to each advertisers mobile application.
“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 its blog post.
The interactive ads will be very appealing to advertisers as more control over the creative can be exercised, making it easier to test what content drives the most clicks and downloads.