Tag Archives: Trial Run Ads

New ad formats and targeting to find, keep and monetize high-quality gamers

When mobile users are looking for entertainment they often turn to gaming apps. In 2015, an estimated 41% of all apps downloaded were games (1). However, while a user may be excited about downloading an app, it can soon be forgotten; studies have shown that 1 in 4 installed apps are never used.

For game developers, building a successful business has often depended on an approach of acquiring as many users as possible, then trying to keep them engaged in the game as their interest wanes. While volume is important, it’s more important to find the right kind of user, who’ll open the app and keep on playing. That’s why today, at the Game Developers Conference (GDC), we announced a host of new features in AdWords and AdMob that make it simpler for developers to reach the right users at scale.

SGN’s Search Trial Run Ad for Panda Pop
Let users try your app before downloading from Google Search
We recently introduced Trial Run Ads on the Google Display Network which let users stream your game from a display ad for your app before they download. In the next few weeks, we’ll extend these ads to search results on Google as a beta for selected U.S. advertisers. With Search Trial Run Ads, when a user searches for a game on Google, they can click ‘Try Now’ from within a search ad and try the app before installing it, similar to streaming apps from organic results. These ads will appear to smartphone users on WiFi, and the user can play for up to 10 minutes, then download the app in full if they choose. This format drives highly-qualified users who are more likely to stay engaged with the app after install. Contact your Google representative to learn more about using this new format.

Showcase your game with portrait videos
More than 80% of video ad views in mobile apps on the Google Display Network are from devices held vertically, but often, the videos are created for landscape viewing. Over the next few weeks we’re launching Portrait Video Ads so users have a full-screen, immersive portrait video experience without having to re-orient their device. We’ve seen significant improvement in both click-through and conversion rates from game developers using Portrait Video, resulting in much lower cost per install and a larger number of downloads.

In AdWords, you’ll be able to give us a portrait video and we’ll display it full screen to the user. 

Promote your app to game-lovers
Advertisers have long been able to control who sees their AdWords ads, and in the coming weeks we’ll be launching even finer options to reach high-quality users with Active User Targeting for Games. This new type of targeting for Android apps can show ads to users who have spent more than 30 minutes playing games, or who have played a Google Play Games integrated game in the last 30 days. Game developers can show their ads to game lovers, and combined with other types of targeting, such as a particular game category (e.g., Adventure), they can reach a very precise audience.

Earn money from rewarded ads with AdMob Mediation
AdMob helps app developers around the world earn through in-app advertising with best-in-class formats and smart tools to maximize revenue. Increasingly, rewarded advertising is becoming a popular form of game monetization: users are given the choice to engage with ads in exchange for in-app rewards. Today, we’re introducing a way for developers to easily monetize apps with rewarded video ads from a number of ad providers in AdMob Mediation. Supported networks and platforms include AdColony, AppLovin, Chartboost, Fyber, Upsight, and Vungle, with more being added all the time. So if you’re a developer monetizing with these providers, you can easily manage and optimize them through the AdMob interface. It’s part of our ongoing commitment to provide app developers with a first-class mediation solution, and follows our recent launch enabling SDK-less mediation.

We’re working closely with developers to innovate our ad solutions and help them build strong businesses. If you’re a game developer, come and meet with our ads teams at GDC at the Google booth between Wednesday and Friday, to discuss developing great games, growing your user base and earning more money. We’ll have a series of great talks in our booth mini-theater each day, and on Thursday morning we’ll be part of the main GDC sessions, with a discussion on user acquisition and monetization.

Posted by Sissie Hsiao, Product Management Director of Mobile Display Ads

(1) App Annie, Mobile App Forecast, Feb 2016

Source: Inside AdMob

Introducing new interactive ads to drive app installs

Cross-posted from the Inside AdWords blog.

We’re launching two new immersive ad formats to help advertisers drive app installs. As an AdMob developer you may start to see these new formats appear in your apps. If you opt into ‘Image’ as an ‘ad type’ in your account, you’ll be eligible to show the Interactive Interstitial format, and if you opt into ‘Text,’ your app can begin to serve the Trial Run format. At this time, Interactive Interstitials show on Android and iOS apps, and Trial Run Ads show on Android apps only.

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. We’ve focused our efforts on offering developers advertising tools that engage users and showcase an app at its best. We recently redesigned one of our in-app ad formats, and are building on our desire to create beautiful app ad experiences. That’s why today we’re introducing two new rich, immersive ad formats to our growing suite of creative app install solutions.

Play a game within an ad with Trial Run Ads
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.

Trial Run Ads provide:
  • Ultra-immersive and delightful ads designed for games
  • The opportunity for gamers to trial before download 
  • More relevant ad clicks, app downloads, and pre-qualified app users
Cookie Jam's Trial Run Ad
Get ultra-creative with customized mobile ads
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. 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.

Interactive Interstitials provide:
  • A beautiful and flexible canvas for the advertiser to become truly creative
  • Unique testing and optimization capabilities
  • The opportunity to bring a piece of the app experience to the user before download
  • Unique brand building possibilities
Marketers are already taking advantage of these engaging ads to drive app installs. Zalora built a an ad that allowed users to swipe to discover an exclusive offer.
Zalora's Interactive Interstitial allows users to use a finger to
swipe a screen to discover a special promotion.
Customization can be as big or small as you want — from adjusting standard templates to developing a fully custom creative. Marketers can also use their live app content to create compelling, real time ad formats. With more control over layout and interaction, you can A/B test creatives and try various CTAs to increase conversions. Rather than just telling a user about your app, you can offer them an experience unique to your app that inspires them to want to spend time with your app.

Advertisers can use Interactive Interstitials to showcase their latest product offerings through galleries, highlight elements of their personal branding, and to more powerfully demonstrate the value of their app before someone installs.
Zalora showcases a gallery of products that users can
swipe through in its Interactive Interstitial ad.
We understand that experiences on mobile need to be made for mobile, and an ad is no different. We’re continually exploring new and better ways to build out interactive formats for the small screen.

Trial Run Ads and Interactive Interstitials are currently in beta and available to a limited set of advertisers. Reach out to your account manager if you are interested in joining the betas.

Posted by Sissie Hsiao, Director of Product, 
Display and Pasha Nahass, Product Manager, Display

Source: Inside AdMob