This feature will be available for selected US advertisers

Mar 14, 2016 22:10 GMT  ·  By

In an attempt to make downloading an Android application or game more enjoyable, Google announced that it would allow users to try it out in search results before installing.

All users with Android smartphones connected to Wi-Fi will be allowed to play for up to 10 minutes, then download the application in full if they choose.

Dubbed Search Trial Run Ads, the new program will be available as a beta for selected advertisers in the United States. So, how does it work?

According to Google, when a user searches for a game on Google, they can click “Try Now” from within a search ad and try the application before installing it, similar to streaming application from “organic results.”

“When mobile users are looking for entertainment they often turn to gaming apps. In 2015, an estimated 41% of all apps downloaded were games.1 However, while a user may be excited about downloading an app, it can soon be forgotten; studies have shown that 1 in 4 installed apps are never used,” said Google in a blog post.

Users are more likely to remain engaged with the app after downloading

Although Trial Run Ads on the Google Display Network will only be available in the United States in the next couple of weeks, the new service is expected to extend to ads in other countries as well.

The format proposed by Google is especially useful for developers since it drives highly-qualified users who are more likely to stay engaged with the application after install.

Google announced quite a few incentives at GDC 2016 in San Francisco, including AdMob Mediation and Portrait Video Ads, which will be available in mobile apps in the coming weeks. Most of the tools and ad services announced by Google are aimed at developers, but they are supposed to significantly improve users’ experience as well.