Google has confirmed that game app streaming within search ads will be rolled out in the coming weeks as part of a raft of new changes and features for AdWords and AdMob. The arrival of new ad formats, targeting, portrait videos and monetisation options are aimed at making it easier for content creators to “reach the right users at scale,” Google claims.
In its official blog for AdWords, Google revealed that four out of every ten apps downloaded last year were games, but studies have shown that a quarter of these installed apps are never used. The new Trial Run Ads will now let users stream a game from a display ad for a particular app before downloading it. The ads will only appear when users search for a game on Google using a smartphone, and they can try it out for up to 10 minutes.
The tech giant believes the new format will drive engagement, as highly qualified users will continue to use the app after the trial period has ended. Google began testing the feature through AdMob late last year, and though it has initially been pitched to game developers, it will also be available for numerous other app types. Users will soon be able to test the feature by clicking the “Try Now” option next to the install button.
There are other new features also, including the introduction of portrait videos. Google adds “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.”
Developers will also soon be able to promote their app to game lovers using Active User Targeting for Games, which provides finer options and additional types of targeting so they can reach a particular niche or precise target audience.