Google Ads

Introducing new interactive ads to drive app installs

Cross-posted from the Inside AdWords blog.


We’re launching two new immersive ad formats to help advertisers drive app installs. As an AdMob developer you may start to see these new formats appear in your apps. If you opt into ‘Image’ as an ‘ad type’ in your account, you’ll be eligible to show the Interactive Interstitial format, and if you opt into ‘Text,’ your app can begin to serve the Trial Run format. At this time, Interactive Interstitials show on Android and iOS apps, and Trial Run Ads show on Android apps only.

Developers are constantly looking for new ways to bring users to their apps. But because people’s attention on mobile is becoming shorter and more intent-rich, finding engaged users of your app is an ongoing challenge — both before and after an install. In fact, we found that one in four installed apps is never even used. We’ve focused our efforts on offering developers advertising tools that engage users and showcase an app at its best. We recently redesigned one of our in-app ad formats, and are building on our desire to create beautiful app ad experiences. That’s why today we’re introducing two new rich, immersive ad formats to our growing suite of creative app install solutions.

Play a game within an ad with Trial Run Ads

Trial Run Ads are an app ad format that lets a user play a game for up to 60 seconds by streaming content from the app before downloading. 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.

Trial Run Ads provide: 

  • Ultra-immersive and delightful ads designed for games
  • The opportunity for gamers to trial before download 
  • More relevant ad clicks, app downloads, and pre-qualified app users

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Cookie Jam's Trial Run Ad

Get ultra-creative with customized mobile ads

We’re also launching a beta for Interactive Interstitial ads, which are HTML5 ads that offer a completely customized user experience tailored to each advertiser's app. They give advertisers creative freedom to use HTML5 instead of standard templates and pull in data dynamically. Diversity potential is high with this format and it's not limited to just gaming apps. 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. This is particularly valuable for advertisers who are looking for higher user engagement in installers.

Interactive Interstitials provide: 

  • A beautiful and flexible canvas for the advertiser to become truly creative
  • Unique testing and optimization capabilities
  • The opportunity to bring a piece of the app experience to the user before download
  • Unique brand building possibilities

Marketers are already taking advantage of these engaging ads to drive app installs. Zalora built a an ad that allowed users to swipe to discover an exclusive offer.

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Zalora's Interactive Interstitial allows users to use a finger to swipe a screen to discover a special promotion. 

Customization can be as big or small as you want — from adjusting standard templates to developing a fully custom creative. Marketers can also use their live app content to create compelling, real time ad formats. With more control over layout and interaction, you can A/B test creatives and try various CTAs to increase conversions. Rather than just telling a user about your app, you can offer them an experience unique to your app that inspires them to want to spend time with your app.

Advertisers can use Interactive Interstitials to showcase their latest product offerings through galleries, highlight elements of their personal branding, and to more powerfully demonstrate the value of their app before someone installs.

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Zalora showcases a gallery of products that users can swipe through in its Interactive Interstitial Ad. 

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

Trial Run Ads and Interactive Interstitials are currently in beta and available to a limited set of advertisers. Reach out to your account manager if you are interested in joining the betas.