Apple has apparently started showing adverts in search within the App Store. This new feature appears to be limited to the US App Store at the moment.
We just checked the UK App Store and no adverts are being shown when performing a search at the moment.
The picture above from the guys over at the Verge shows an advert for Uber when you search for Taxi on the app store. The adverts have a blue border around them, making them easily distinguishable from organic search results.
Impact on Developers and Users
It will be interesting to see if the new paid adverts work in the App Store and whether it will help developers get more exposure and also downloads for their apps. For developers, this could be a game-changer. Smaller developers who struggle to get their apps noticed amidst the sea of available options might find this new advertising feature particularly beneficial. By paying for ad placement, they can ensure their apps appear at the top of search results, potentially leading to increased visibility and downloads.
For users, this change could have mixed implications. On one hand, it might help them discover new and useful apps that they might not have found otherwise. On the other hand, it could also mean that the top search results are not necessarily the best or most relevant apps, but rather the ones that have paid for visibility. This could potentially lead to a less organic and more commercialized user experience.
Comparison with Other Platforms
Apple is not the first company to introduce paid search adverts in their app store. Google Play Store has had a similar feature for quite some time. In the Google Play Store, developers can pay to have their apps appear at the top of search results, and this has proven to be an effective way for developers to increase their app’s visibility and downloads.
However, there are some differences between the two platforms. For instance, Google uses a bidding system for its app store adverts, where developers bid on keywords, and the highest bidder gets their app shown at the top of the search results. It is not yet clear if Apple will use a similar system or if they will have a different approach.
Another example is Amazon, which also uses a paid advertising model for its app store. Amazon’s approach is slightly different in that it allows developers to target specific demographics and user behaviors, making the adverts more personalized and potentially more effective.
The introduction of paid adverts in the Apple App Store could also lead to changes in app store optimization (ASO) strategies. Developers might need to rethink their ASO strategies to include paid adverts as a way to boost their app’s visibility and downloads.
The introduction of paid adverts in the Apple App Store is a significant development that could have far-reaching implications for both developers and users. It remains to be seen how this new feature will be received and whether it will achieve its intended goals of helping developers get more exposure and downloads for their apps.
Source The Verge
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