Google has a brand new plan to advertise Android apps outdoors of its Play Retailer. It was launched final week at its Google I/O 2024 developer convention, the place the corporate spoke of a plan to re-engage customers with apps they have already got put in on their units, in addition to new ones, by giving builders a spot to showcase their content material in a singular approach. Already, the corporate has greater than 35 developer companions on board to check the brand new providing, together with Spotify, Pinterest, Tumblr, TikTok and Shopify.
In a developer session at I/O, the corporate went right into a bit extra element, saying the brand new SDK would assist Google develop on its core mission of connecting the fitting viewers to the fitting content material on the proper time. Builders that select to combine with the at present invite-only Have interaction SDK, because it’s known as, could have a strategy to carry customers again into their app by showcasing fascinating content material, promotions and offers, the corporate stated.
“This new surface will automatically organize the best and most prevalent content from apps already installed by users on their Android phone, and it enables cross-app continuation journeys for nearly every app category,” defined Mekka Okereke, the GM for apps for Google Play, throughout a developer briefing at I/O. “With just a tap, users can launch full-screen, immersive experiences that highlight and arrange the most important content from their installed apps.”
The nod to the full-screen, immersive expertise brings to thoughts one thing like a TikTok feed, however we perceive that’s not fairly the case, although Google isn’t but explaining what, precisely, this new “surface” is. We hear it is going to be unique to Android units — one other instance of how the corporate is leveraging its potential to combine with its cell OS to construct out new experiences that profit builders and shoppers alike.
From this “Engage” floor, builders will be capable of provide deep hyperlinks that open particular pages inside their cell apps.
Throughout the presentation, Google confirmed what appeared like a collection of widgets that, when tapped, would carry customers to some particular process in an app. For instance, tapping on a picture of sneakers would carry the Android consumer to a web page in a procuring app the place they may full the acquisition, maybe prompting the consumer to purchase one thing they’d saved of their cart. Nonetheless, the sneakers have been showcased inside a “surface” that included different merchandise to purchase from totally different apps, too. In different phrases, as an alternative of getting widgets devoted to a single app, it appears the brand new floor could possibly group content material from comparable apps to encourage customers to re-engage and full their journey.
Different firms like Reddit, Uber Eats and Spotify might additionally use the floor to assist customers leap again into particular experiences associated to these apps, like studying and upvoting posts, partaking with playlists or inserting an order.
Spotify says it’s nonetheless within the technique of constructing out its expertise and figuring out how it will use the SDK. Nonetheless, it did be aware that the plan is to make use of the Have interaction SDK throughout all Android units.
As Okereke defined, builders will be capable of drive customers again to their leisure choices, their searching periods or to reorder their favorites or have interaction with some other app expertise.
Tumblr, for example, says it’s working with Google to supply customers extra content material round issues they already like. “Google’s Engage SDK is great for Tumblr because our community is unmistakably unique in how they express themselves. The ‘yes-and’ culture on Tumblr creates an atmosphere that’s given birth to some of the greatest internet memes and trends,” stated Tumblr COO Zandy Ring. “It’s exciting for us to bring that culture to other spaces and invite those audiences back to Tumblr. Integration with Engage is like opening a two-lane highway that will bridge communities in a natural way.”
The buyer-facing characteristic received’t be nearly reminding customers what they need to do inside an app, but additionally to push them to take motion by providing a deal. “You can showcase personalized recommendations and promotions, ensuring that users discover content they might otherwise have missed,” Okereke stated.
As well as, the floor may even advocate apps that the customers haven’t but put in utilizing “compelling content” from inside these apps, he stated.
The developer preview of the Have interaction SDK started throughout I/O, however the client expertise received’t launch till later this 12 months. The Have interaction SDK is a client-side integration utilizing on-device APIs. Builders which have begun the work discovered it requires lower than every week to get began, Google claims.
Different prime apps taking part within the take a look at of the Have interaction SDK embody Audible, Shein, Dunkin, Want, Blinklist, Wattpad, Nextdoor, iHeartRadio, Pandora, Rakuten Kobo, Temu, YouTube Music, Google Maps, Chick-fil-A, McDonald’s, Prime Video, Reddit, YouTube, Uber Eats and others.
