Over the past few months, Google has been making it easier for internet users to access in-app content – even if they do not have the app installed. Last month, Google announced search results would allow you to stream app information from the cloud.
Today, the company confirmed a new streaming mobile ad feature. This new feature will allow users to access a short 60-second or less version of an app that will respond to taps just like the full app.
According to Sissie Hsiao, Google’s new head of product for mobile ads, the goal of this new feature is to help app developers find the right users. In a statement to TechCrunch 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 actually try the app before downloading it, which should limit 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.