Dive Brief:
- Google’s latest app install ad format is “Trial Run Ads” meant to give users a 60-second immersive experience,or demo, of apps before they ever download the app.
- It’s also rolling out a new HTML5 interstitial mobile ad format that gives advertisers more control over the creative presented in the ad.
- Both formats are currently in limited beta and only cost advertisers when users click the install button.
Dive Insight:
Google is offering app marketers two new app install ad formats – Trial Run Ads and HTML5 Interactive Interstitial ads.
In an AdWords blog post Google explained the reasoning behind the new ad formats, “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."
The blog post went on to say that the two new rich ad formats fill out their creative app install solutions suite, and that the recent redesign of their in-app formats is a way for them to expand their app ad offerings.
"We’ve focused our efforts on offering developers advertising tools that engage users and showcase an app at its best," per the blog post.
Last month, Google launched Google App Streaming that allowed mobile user to search and view app content without having to download the app. Currently the service is limited to nine partners, including Hotel Tonight and New York Subway, but once the feature rolls out across all apps, it could become a driver of organic app downloads.
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