Over the past few months, Google has been enhancing accessibility to in-app content for internet users, even if they haven’t installed the app. Last month, Google announced that search results would enable app information streaming from the cloud.
Today, the company confirmed a new streaming mobile ad feature. This feature will let users access a short, 60-second or less version of an app that responds to taps just like the full app.
According to Sissie Hsiao, Google’s new head of product for mobile ads, the aim of this feature is to help app developers reach the right users. In a statement, she said,
“You can buy ads, you can get apps installed. But a lot of apps are used once or they’re never used, even after they’re installed. We found that 1 in 4 apps is never even used, and there’s often this ‘try once’ experience, and then [the app is] never used again.”
The new streaming mobile ads, called “Trial Runs,” will allow users to try the app before downloading it, which should reduce the number of ‘download it and forget it’ users. Instead, developers will be able to focus on finding a more targeted audience who will download, play, and, hopefully, spend more money in-app.
This new feature is currently available to a limited number of testers.
Featured Image: Shutterstock | Georgejmclittle
