- We give the user the opportunity to download the app at any time. It isn't in the video, but along the bottom, a download button is available at all times so the user can get to the App Store as quickly as possible. On loading: We actively encourage all apps using the platform to bypass menus and get straight to the content. That converts much better.
- We do a few things to ensure every user has a great experience and apps are not presented in a negative light. As quickly as we can (generally 200ms), we run a speed test to ensure latency and bandwidth are sufficient for a good experience. We also allow advertisers to specify a fallback video or static image, so if we can't deliver a great interactive experience, we are able to offer an ad which is at least as good as the existing types.
I'll also mention that the video on the homepage is actually a live filmed demo of a trial campaign.