Google's new 'Trial Run Ads' let you briefly play a game right inside the advertisement

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

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.