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Mobile games are big business — spurring about half of the $189 billion worldwide market for in-app purchases and advertising, according to App Annie — and Google is continually trying to “up its game.”

Now Google is coming out with several innovations related to ad formats, monetization tools, and measurement insights for apps, including:

  • New playable and video ad formats to get more people interested in games.
  • Integrations to drive better monetization.
  • Measurement tools that provide insights about how players are interacting with a game.

“There’s no better way for a new user to experience your game than to actually play it,” notes a Google AdWords blog post. “So we introduced playables, an interactive ad format in Universal App Campaigns that allows users to play a lightweight version of your game, right when they see it in any of the 1M+ apps in the Google Display Network.”

Customers like the idea.

“Jam City wants to put our games in the hands of more potential players as quickly as possible,” said Josh Yguado, the president and COO of Jam City, maker of the Panda Pop and Cookie Jam games. “Playables get new users into the game right from the ad, which we’ve found drives more engagement and long-term customer value.”

Improvements in viewing should help, too.

“Most mobile video ad views on the Google Display Network are watched on devices held vertically,” notes Google. “This can create a poor experience when users encounter video ad creatives built for horizontal viewing. Developers using Universal App Campaigns will soon be able to use an auto-flip feature that automatically orients your video ads to match the way users are holding their phones. If you upload a horizontal video creative in AdWords, we will automatically create a second, vertical version for you.”

There are other innovation details to read about here.

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