Google has been noticed testing a new Play Store ad slot ahead of its I/O developer conference in May. If rolled out publicly, the change might considerably broaden the firm’s Play Store search advertisements enterprise by providing builders entry to new prime actual property for his or her app advertising efforts.
The take a look at comes two years in the past after Apple made a comparable transfer with the addition of a new ad slot that appeared on the retailer’s Search tab itself, as an alternative of solely at the prime of search outcomes, as earlier than.
Similar to Apple, Google can be testing an ad slot that seems when Android customers navigate to the Play Store’s search menu, the place they will kind in key phrases to search out apps. The take a look at was first noticed by the Android information website, Android Police, which famous that Google had been testing app “recommendations” on this slot as of late final yr. When queried about these app promos at the time, Google had clarified they weren’t advertisements, simply personalised recommendations.
Now, that’s modified as the identical spot contains each app suggestions and recommendations which might be truly labeled as advertisements. (A couple of examples could be present in this Twitter thread here.) The advertisements aren’t but exhibiting for everybody, nonetheless, which indicated this was seemingly a take a look at, as Google has since confirmed.
Users have reported seeing the take a look at in a number of markets worldwide, so it’s not a U.S.-only replace.
Reached for remark, a Google spokesperson vagued confirmed the experiment by noting the firm tests new options on the Play Store sometimes. However, they didn’t provide any additional details about this particular ad take a look at — a attainable indication Google doesn’t need to spoil a deliberate announcement. Or maybe, there’s no dedication but on an ETA for a public launch.
“We regularly test new features and ad formats to improve app discovery for Play users and help developers reach their audience, but don’t have anything specific to announce right now,” a Google spokesperson informed TechCrunch.
Finding a new solution to pull in income from Play Store advertisements might assist Google increase its backside line at a time when it’s needed to make concessions on Play Store commissions. Due to new laws and stress from lawmakers, Google has been rolling out third-party billing options to world markets, providing builders lowered charges in the event that they don’t use Google’s personal billing companies. Spotify has been an earlier adopter of the program, and courting app Bumble can be planning to take part.
The availability of new Play Store search ad slots might considerably affect Play Store revenues, if roled out broadly. When Apple launched new App Store ad slots final yr in much less outstanding places, experts forecast the change might generate one other billion in income for the tech large, for instance. Google doesn’t escape the measurement of its personal Play Store Ads enterprise, however it’s additionally seemingly a sizable determine. Data from Statista had estimated Google Play generated roughly $48 billion in 2021 by cell apps. However, unsealed court filings in a Google antitrust case revealed Google Play app retailer income hit $11.2 billion in 2019.