“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,” Google writes in a blog post.
In addition to Trial Run Ad, Google will also utilize HTML5 to let advertisers create interactive interstitials, such as swipeable galleries (a la Instagram andFacebook) or scratch-off ads.
In a sample ad by shopping site Zalora, its ad lets users experience and gauge the value of its service to hopefully receive installers that’ll producer higher user engagement in the long run.
Both the two new ad formats are available today in beta to a select set of advertisers.
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