It is no secret that Google is looking to change the way in which users interact with apps. In fact, it could be quite possible that Google is looking to change the way in which apps are used completely. Instead of adopting the traditional route of downloading and installing apps, it is likely that Google sees the future of apps as streaming. How this will work in reality, still remains to be seen, although, we did get a first glimpse of how such a system might work a couple of weeks ago when Google announced the ability to stream apps from search results.
The way it worked was for some apps, users would see a 'try it now' type of link in results for keywords that have been searched for. By clicking on the link, the user would be exposed to the search results from an app, in app form, but all without having to download or install the app. A way which not only looks to highlight the possible new view of app streaming, but also as a clever way to encourage users to download the app. Sort of like an interactive ad for an app.
Well, it now seems Google is very clearly looking to find ways to encourage app installation for developers and has today announced an extension of the streaming feature. The latest announcement confirms that Google is launching interactive ads which allow a user to test drive a game before downloading. The new feature is being dubbed Trial Run Ads and will allow a game to be streamed and played for up to 60 seconds. Effectively allowing the user to test out how the game plays and decide if they would like to install it. A feature Google hopes will encourage more people to download apps, due to the hands-on time they experience. According to Google, part of the logic of these new interactive ads, is that they found as many as one in four apps downloaded were never used at all. In contrast, before the user even downloads the app, the hoping is the interactive ad will highlight how good the game is. In short, downloads will more likely represent users who find the game enjoyable and therefore are more likely to play further after downloading.
To further help developers generate revenues, the announcement also details the ability for developers to make use of new Interactive Interstitials. That is, ads for apps which are more customizable by the developer and more interactive for the user. You can check out both the interactive ads and interstitials in the two images below.