December 3, 2015

Tek This Out! Google’s New Approach to Ads

Often times when using smartphones, we are pestered with ads. How obnoxious – they are! We are rudely interrupted when browsing the Internet on our smartphone or when using apps, and unless we want to pay actual money to get rid of them, we are hopeless. Thankfully, our phone calls and text messages are not hampered by these ever obnoxious and pestering ads.

So, clearly pop-up ad formats aren’t all that successful for users. The ads turn users away from using an app, which is a lose-lose situation for both the app creators and users. An app might have everything going for it, such as great UI and accessibility for users, but the annoying amount of ads can turn users away from ever using it.

Now, the question that remains is what is the solution to this ever-present problem?  

Well, Google has launched a program that allows users to interact with the ad that pops up. So while you are playing a game, an app will pop up for another game, and instead of going through the hassle of clicking it and being taken to the app store to decide if the game is well worth your time, you can try it out before downloading it. Essentially, your pop-up ad for a game is now a free game trial. How cool is that?

According to Marketing Land, Google has released a couple of new interactive app-install ad units that what makes this new approach to ads possible. These new formats are called Trial Run Ads and Interactive Interstitial Ads, and their sole purposes are to create more interactive and engaging ads for users. Google wants to fight the user install-and-ignore behavior. Interestingly enough, Google has said about one in four apps installed are actually never used.   
However, there is a slight difference between the two interactive-install ad units. Trial Run Ads are used primarily for game apps, while Interactive Interstitial Ads are not limited to just game apps, but all types of apps. Trial Run Ads work by allowing users to have a 60 second trial of an app game before they decide if they would like to install and purchase the app.

Interactive Interstitial Ads are different because they allow the mobile app designer to craft a more unique interactive app appearance. For example, consider a clothing designer’s mobile app. It could allow users to scroll through various pictures of products before downloading and offer a discount or special offer as well as incentive to install.  

Both of these interactive apps are still in the beta stages and there is plenty of work to be done working out the kinks. It is definitely a nice change of scenery in the world of interactive mobile ads. Perhaps, this concept will catch on amongst mobile app developers and mobile app ad designers! It will be interesting to see how things play out after this initial testing phase.

Do you like the idea of interactive mobile ads for apps? Please feel free to let us know in the comments below! 

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