Google announced the launch of two new “rich” and “immersive” ad formats for app installs. One lets users actually play a game within an ad while the other is an HTML5 format customized to each advertiser’s app.

The former format is called Trial Run Ads.

As Google explains, “Trial Run Ads are an app ad format that lets a user 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.”

According to Google, these ads cater to more relevant ad clicks, app downloads, and pre-qualified app users.

The other new format is referred to as Interactive Interstitials.

“We’re also launching a beta for Interactive Interstitial ads, which are HTML5 ads that offer a completely customized user experience tailored to each advertiser’s app,” Google says. “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.”

For these ads, Google touts the unique testing and optimization capabilities as well as brand building opportunities.

The Interactive Interstitials are only available to a limited number of advertisers. If you’re interested, you’re encouraged to reach out to your account manager about joining the beta.

Images via Google