Google announced a new look for the interstitial in-app ad format (full screen ads) that run on apps in the AdMob network and DoubleClick Ad Exchange.

The ads include a cover photo, a round install button, matching color schemes, the app’s rating, and a screenshot gallery under “more images”.

Here’s the before and after:

“Our app install formats have driven more than a billion downloads across Android and iOS,” says product manager Pasha Nahass. “You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!”

The company has also redesigned in-app text adds making them easier to read with larger headlines and a round call-to-action button. Here’s the before and after on those:

“As with other ad format innovations, our ads UI team test multiple designs – ten in this case over the course of a year – to find final versions that increase clicks and conversions for advertisers, and a positive experience for users,” says Nahass. “Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.”

Google reiterates something it said at Google I/O in that the volume of interstitial impressions has more than doubled across AdMob since July.

The company recently shared results of an experiment it ran with app install interstitials, which it found to present a negative experience. This is separate from the in-app interstitials discussed here.

Images via Google