Google is giving in-app interstitials a makeover with a new design.
I have to admit, they do look nicer, and could help generate additional revenues just because they are easier on the eye.

...we’re announcing a completely new look for our interstitial in-app ad formats - also known as full-screen ads - that run on apps in the AdMob network and DoubleClick Ad Exchange.

Inspired by Material Design, the new app install interstitial comes with a beautiful cover photo, a round install button, and matching color schemes. Technology called “color extraction” makes the ads more consistent with the brand's look and feel -- we extract a dominant color either from the cover photo or app icon and apply it to the footer and install button. We found that having a greater variety of designs and colors can improve conversion rate.

Other features include the app’s rating, and a screenshot gallery which appears when a user taps ‘More images’, so users can learn more about the app without leaving the ad. Google Launches Redesigned In-App Interstitials [adwords.blogspot.com]

Next, our new text-based ads are easier to read, and contain a larger headline and a round call-to-action button that clicks through to a website.