Interactive Interstitial Ads & Trial Run Ads for Mobile Apps

Google announced two new advertising formats for mobile apps called Trial Run Ads and Interactive Interstitial Ads.

Trial Run Ads
Trial Run Ads for mobile apps let users 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.

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

Interactive Interstitial Ads
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