Just months after Google released its Mobile App Marketing Insights Guide, Google is releasing two new types of mobile app advertisements. Why? The Insights Guide revealed that one in every four downloaded apps never gets used. In order to increase the number of apps that actually get used after a download, Google is trying increase the level of user intent before the user downloads a mobile app. The hope is that increased user intent will translate into more apps actually being used after being downloaded. The two new mobile app advertisements have been designed with this idea in mind.

Mobile Game App

The first of Google’s two new mobile ad types is the Trial Run Ad. The Trial Run Ad gives the user a sixty second experience within a game app, such as the Cookie Jam example pictured below. Google’s hope is that once a user gets to try the game and enjoys it, they are more likely to open the game and play after the download completes.

Trial Run Ad
Cookie Jam’s Trial Run Ad. Source: adwords.blogspot.com

Google’s second beta app advertisement is called the Interactive Interstitial. If you are not already familiar with Interstitial ads, they are ads that appear during natural transition points in an app, such as between levels of a game. The new Interactive Interstitial ads give another dimension to the current attention-grabbing interstitials, which already take over the entire screen of a mobile device. Now, developers can create and customize interstitials to get the user to complete one of many CTAs. The range of capabilities for these new ads is vast, as Google has given the developers full creative reign over each ad. Templates are available, but a developer can also design a completely custom creative. The customization capabilities of these ads will also allow advertisers to easily A/B test in order to increase conversions.

Interactive Interstitial
Zalora’s Interactive Interstitial Source: adwords.blogspot.com

As of now, these two app ad types are still in beta and only available to select businesses, but advertisers can let their Google rep know if they would like to join the beta group.

How do you think these new ad types will perform? As a consumer, do you prefer interactive ads over static ads?