In short, this is called Trial Run Ads and it lets the user click on the ad, test out the app for 60 seconds with a banner to download the app via Google Play. There is even a 60 second count down on the ad, which is cool. Here is an animated GIF of it in action:
The next is a new interstitial format that brings interactivity through HTML5. Google said this is a "beta for Interactive Interstitial ads, which are HTML5 ads that offer a completely customized user experience tailored to each advertiser's app."