Google tests a new ad slot on the Play Store ahead of its I/O developer conference

Google has been noticed testing a brand new Play Retailer advert slot forward of its I/O developer convention in Could. If rolled out publicly, the change may considerably increase the corporate’s Play Retailer search adverts enterprise by providing builders entry to new prime actual property for his or her app advertising and marketing efforts.

The check comes two years after Apple made an identical transfer with the addition of a brand new advert slot that appeared on the shop’s Search tab itself, as an alternative of solely on the prime of search outcomes, as earlier than.

Just like Apple, Google can also be testing an advert slot that seems when Android customers navigate to the Play Retailer’s search menu, the place they’ll kind in key phrases to search out apps. The check was first noticed by the Android information website, Android Police, which famous that Google had been testing app “suggestions” on this slot as of late final yr. When queried about these app promos on the time, Google had clarified they weren’t adverts, simply personalised ideas.

Now, that’s modified as the identical spot contains each app suggestions and ideas which are truly labeled as adverts. (A couple of examples could be present in this Twitter thread here.) The adverts aren’t but displaying for everybody, nonetheless, which indicated this was seemingly a check, as Google has since confirmed.

Customers have reported seeing the check in a number of markets worldwide, so it’s not a U.S.-only replace.

Reached for remark, a Google spokesperson confirmed the experiment by noting the corporate checks new options on the Play Retailer every now and then. Nevertheless, they didn’t supply any additional details about this particular advert check — a doable indication Google doesn’t wish to spoil a deliberate announcement. Or maybe, there’s no dedication but on an ETA for a public launch.

“We usually check new options and advert codecs to enhance app discovery for Play customers and assist builders attain their viewers, however don’t have something particular to announce proper now,” a Google spokesperson informed TechCrunch.

Discovering a brand new approach to pull in income from Play Retailer adverts may assist Google enhance its backside line at a time when it’s needed to make concessions on Play Retailer commissions. As a consequence of new rules and strain from lawmakers, Google has been rolling out third-party billing choices to international markets, providing builders diminished charges in the event that they don’t use Google’s personal billing companies. Spotify has been an earlier adopter of this system, and courting app Bumble can also be planning to take part.

The supply of latest Play Retailer search advert slots may considerably impression Play Retailer revenues, if rolled out broadly. When Apple launched new App Retailer advert slots final yr in much less distinguished places, experts forecast the change may generate one other billion in income for the tech big, for instance. Google doesn’t get away the dimensions of its personal Play Retailer Adverts enterprise, but it surely’s additionally seemingly a large determine. Knowledge from Statista had estimated Google Play generated roughly $48 billion in 2021 by cellular apps. Nevertheless, unsealed court filings in a Google antitrust case revealed Google Play app retailer income hit $11.2 billion in 2019.