Much like listening to a preview of a song before buying it, Google's newest feature, Trial Run Ads, is letting users preview and test an app before going through the process of downloading it - then deciding if you like it, then (sometimes) deleting it from your phone.
Google says that its Trial Run Ads feature will "increase the likeliness of an install." It makes sense, too: If people download an app after the debut of Trial Run Ads, it most likely means the user actually enjoys the app, increasing the apps value and rating.
Google is also launching HTML5, which is an ad feature for advertiser's to provide a customized, unique experience - like a free offer or promo code. For example, a user is more likely to download (and keep) a game if a company offers free lives with a download. Ugh, if only Candy Crush had this back in the day.
The features won't be available for all companies to begin with, so don't be disappointed if you aren't able to preview the latest version of Bebbled right away.
Check out what the feature will look like, courtesy of Adweek.