The new platform also brings more immersive experiences for other ads with the goal of driving more app installations.
The next game you start playing might be inside of an ad.
Google demoed a concept called “trial run ads” on its Inside AdWords blog Thursday, showing how one could try out a game without being prompted to download it from the Play Store.
Along with the gaming concept, Google showed off other mobile ads with content galleries and other interactive content that offer a preview of how the app might perform. Just as with the game, you could then directly download the app from the Play Store, after trying it out by streaming it over your high speed connection.
Inside AdWords You may be more likely to download a game if you can try it out for a minute.
It’s a pretty promising concept, as this gives you an even better idea about how a game plays when compared to the videos or screenshots from the Play Store. This comes not long after Google showed how it will be able to stream apps through its search app, giving you another method for trying out an app before downloading it.
The story behind the story: These concepts meet two goals for Google: making ads more engaging and driving app installs. With the former, there’s been a lot of discussion lately over ad blockers and how oppressive ads are slowing down the web. If Google can make ads better, more people might be willing to check them out and spend more time on the web rather than inside of applications.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.
The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.
ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
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