Interactive Interstitial ads for mobile apps are HTML5 ads that offer a completely customized user experience tailored to each 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.

• 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

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

http://adwords.blogspot.com/2015/12/trial-run-ads-interactive-interstitials-beta.html