Google AdWords has added two new ad formats, in beta, and on limited trial. Google says the new formats are devised to help drive app installs.
One of the options is and app format allowing users to play a game in "Trial Run Ads." Here's an example.
Additionally, there's the beta for Interactive Interstitial HTML5 mobile ads which allow for a complete customised solution.
Here's an example of a customised mobile ad.
Google AdWords Beta of New Interactive Ads For App Installs [adwords.blogspot.com]
