Google has launched a new ad format called "Trial Run" which will stream apps to end users. Essentially, Android users will be able to try out apps from within ads without downloading them, and it could increase engagement and downloads for the mobile development industry.
The technology is available for ads running on the AdMob network, and they can last up to 60 seconds. The ads have the standard app install pricing.
"A lot of apps are used once or they’re never used, even after they’re installed," said Google's Sissie Hsiao. "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."