Zak Stambor says, “One Google ad lets a shopper ‘test drive’ an app for up to 60 seconds, while the other lets a marketer integrate some of the app’s elements into an ad.

Google Inc. is testing two new AdMob ad units that aim to help retailers and other developers persuade consumers to download their mobile apps.

Google’s AdMob mobile ad network lets marketers place ads within mobile apps.

One of the ads, called Interactive Interstitials, lets retailers showcase product galleries and  highlight elements within their apps. Rocket Internet-owned Southeast Asian and Australian retailer Zalora, for example, is using the ad to enable consumers to swipe to discover an “exclusive offer,” which it also offers within its app. (Rocket Internet, a German private equity firm that invests in e-commerce companies in emerging markets, is No. 53 in the Internet Retailer 2015 Asia 500 based on its stake in Zalora and other Asian retailers)“.

Google’s latest tests could help retailers attract more app installs

Internet Retailer

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