Google has two new features that they are testing with app installs on mobile devices. The first, Trial Run Ads, is focused on gaming apps and allows app developers to put a minute of game content into the ads for users to test out the apps before they download in order to cut down on app downloads that are left alone right after the download. The second feature they are testing is Interactive Interstitial Ads. This feature allows more data to be pulled dynamically from apps in order to create a more interactive ad experience that isn't one of the templates that Google currently offers. This can be used to show promos, some of the benefits of downloading apps, etc. Both features are still being tested by a few select advertisers before they have a wider release.