Google has plans to broaden its range of in-app advertising products, three of which can take up the entire screen of a device, as it looks to increase its appeal to brands.

Jonathan Alferness, Google’s director of product management for mobile display ads, told Advertising Age that the new interstitial formats are similar to what people are used to seeing on TV as they appear at a logical break point within an app and are “not particularly jarring to users”.

However, if users do find them intrusive they will be able to quickly hide or skip.

One of the new formats is a mobile version of the TrueView video ads, which were first made popular in YouTube. They were previously introduced in gaming apps due to the greater acceptance of interstitial ads from gamers, according to Alferness.

Video has since become “an integral part of any experience on mobile”, meaning TrueView ads will soon be rolled out to non-gaming titles that are part of Google AdMob in-app ad network.

The new mobile lightbox engagement ads, meanwhile, can contain photo slideshows, YouTube videos and mapping, which expand to a full screen when clicked. Advertisers only pay when users interact with the expanded ads.

Another approach that has been tested is the Anchor ad which attaches to the bottom of a screen, and remains when a user scrolls down. Users can choose to hide these ads, or click on them to access the advertiser’s landing page, with pricing primarily based on the number of clicks.