Google announced new ad formats and targeting options yesterday. The biggest item was expanding trial run ads to search ads.
That means you can use app streaming feature for ads in search, where users can try an app for up to ten minutes before deciding if they want to buy it.
With Search Trial Run Ads, when a user searches for a game on Google, they can click ‘Try Now’ from within a search ad and try the app before installing it, similar to streaming apps from organic results. These ads will appear to smartphone users on WiFi, and the user can play for up to 10 minutes, then download the app in full if they choose.
Here is how it works:
They released other features, but the app streaming one is the most interesting one of all of them.
Forum discussion at Google+.
