Microsoft introduces Playable Ads for Windows Store

In an effort to boost the Windows Store ecosystem, Microsoft rolled out a new type of advertising called Playable Ads. This feature lets users test-drive a new app for three minutes via an in-line expandable window, without ever leaving the current app:

Playable Ads are a completely new way for end users to interact with ads and apps. With this capability, end users never leave the current app. The ad click will result in inline expandable app streaming: for three minutes, the user can interact with the app as if it’s already installed on his/her device. This gives the user time to decide if he or she wants to install the app. At the end of the streaming session, users can click on a link to install the app if the app experience met expectations.

More details about how the system works can be read at the Windows Blog.