Yesterday, the company unveiled the addition of “Trial Run Ad”, which allows users to test out an app for 60 seconds before getting sent a download reminder.
To trial an app, users simply select “Try Now” after coming across an app they may be interested in, which then automatically opens a preview with a minute-long countdown above it.
Following the stream, the user is greeted with a download prompt, which they can choose to accept if the want to continue using the app.
The new ad format seem particularly useful for gaming apps, given that uses can trial the game to decide whether it is something they are interested in playing it.
Speaking about the new feature, Google said: “The immersive demo increases the likelihood that an install is coming from someone who enjoys playing the game.
“Users get a taste of the game before going through the download process, and the app developer attracts better qualified users who’ve chosen the game based on their experiences in the app.”
According to the company, using Trial Run Ads provides “ultra-immersive” visual ads and more relevant ad click and app downloads, all whilst giving users the chance to sample a game before they download it.
Google has also just launched a beta for its Interactive Interstitial ads, which are “HTML5 ads that offer a completely customised user experience tailored to each advertiser’s app.”
The company says that this new type of ad give advertisers more creative freedom to use HTML5, as opposed to using standard templates for their adverts.
The duo of new formats follow shortly after the company rolled out a new way for users to preview apps they haven’t downloaded, after they perform a mobile search on Google.
If you typed something like “Airbnb in Glasgow” into Google, the new feature would let you click the Airbnb search results, and it would open up a stream, or preview, of what the app looks like, and how it works.
Trial Run Ads and Interactive Interstitials are currently in beta, and are exclusively available to a limited number of advertisers.
Find out more about the new ad formats here.