Google Brings App Streaming to Mobile Ads

Google launched a new way to find information last month, even if such information is locked up tight within a mobile app. The search engine’s “Trial Run” gives consumers 60 seconds of playtime before deciding whether they want to make the app a member of their home screen. Google made it so advertisers pay only when a consumer installs the app rather than every time someone opts for a trial run. That way, advertisers are paying for those truly interested in the game, not consumers who download on a wing and a prayer. 

"The immersive demo increases the likelihood that an install is coming from someone who enjoys playing the game," according to the blog post written by Google director of mobile ads Sissie Hsiao and product manager Pasha Nahass. "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."

The format is designed to offset recent Google research that found one in four downloaded apps never gets used. Trial run ads are currently behind one third of all mobile app revenue, with advertisers very willing to pay more for them because they result in actual downloads. Of course, if the consumer downloads and ignores the app in question, it’s not worth much to advertisers. This new option subsequently offers the chance to increase brand awareness by ensuring the person will (probably) use the app. 

Changes to Interactive Ads

Google also announced an HTML5 ad for interactive interstitial ads. The idea is to create a customized user experience designed specifically for every advertiser’s app. The search engine touts the ads as providing creative freedom to advertisers who utilize HTML5 as opposed to a standard template. Interstitial ads give advertisers the chance to display products through galleries and point out personal branding options. Global fashion retailer Zalora, for example, is using the feature so consumers can swipe for exclusive offers. 

"We understand that experiences on mobile need to be made for mobile, and an ad is no different," Hsiao and Nahass said. "We're continually exploring new and better ways to build out interactive formats for the small screen."

Both of these possibilities are still in the beta testing stage and therefore available to a handful of advertisers. 

“You can buy ads, you can get apps installed. But a lot of apps are used once or they’re never used, even after they’re installed,” Hsiao noted, emphasizing that the formats are designed to pair app developers with the right users. “We found that 1 in 4 apps is never even used, and there’s often this ‘try once’ experience, and then [the app is] never used again,” Hsiao adds.

Google noted that app developers interested in joining the beta should contact their account managers.