In late 2015, Google came up with the idea of app streaming in ads. Instead of asking users to download and install an app on their device to try it, streaming allows them to try the app without much effort. For example, when they search for hotels nearby, they will see HotelTonight app ad in the search results. Using the streaming feature, they will get a streamed version of the app, so that they can quickly and easily find what they need, and even complete a booking, just as if they were in the app itself. And if they like what they see, installing it is just a click away. Microsoft yesterday announced a similar app streaming option for Windows Store apps.
Microsoft is calling them Playable Ads. Whenever a user clicks an app ad, the ad click will result in inline expandable app streaming: for three minutes, the user can interact with the app as if it’s already installed on his/her device. Similar to what Google offers, at the end of the streaming session, users can click on a link to install the app if they like the app. Microsoft listed the following as the advantages of Playable ads.
- Users can experience the app live before installing it.
- Users will not leave the current app context after ad click since these are inline expandable ads.
- Users can abandon the app stream at any point of time based on the quality of the game. He/she is not blocked until the end of the game play.
- Developers can create an engaging experience during the first few minutes of a game to better explain its capabilities compared to screenshots.
- Users who install the game after three minutes of engagement are more inclined to use the game/app than those who just installed the app based on the product description page.
As Microsoft is taking care of streaming, developers need not do any changes to their apps to support Playable Ads. Developers can now try Playable Ads for Windows 10 PCs and tablets in the Windows Dev Center.
Read more about it here.