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 gadgets, in addition to new ones, by giving builders a spot to showcase their content material in a singular manner. 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 increase on its core mission of connecting the precise viewers to the precise content material on the proper time. Builders that select to combine with the presently invite-only Have interaction SDK, because it’s known as, may have a option to carry customers again into their app by showcasing attention-grabbing 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 gadgets — one other instance of how the corporate is leveraging its capability to combine with its cell OS to construct out new experiences that profit builders and customers alike.
From this “Engage” floor, builders will be capable to supply 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 person to a web page in a purchasing app the place they might full the acquisition, maybe prompting the person to purchase one thing they’d saved of their cart. Nevertheless, the sneakers had been showcased inside a “surface” that included different merchandise to purchase from totally different apps, too. In different phrases, as a substitute of getting widgets devoted to a single app, it appears the brand new floor might be able to group content material from comparable apps to encourage customers to re-engage and full their journey.
Different firms like Reddit, Uber Eats and Spotify may additionally use the floor to assist customers leap again into particular experiences associated to these apps, like studying and upvoting posts, participating with playlists or inserting an order.
Spotify says it’s nonetheless within the strategy of constructing out its expertise and figuring out how it will use the SDK. Nevertheless, it did word that the plan is to make use of the Have interaction SDK throughout all Android gadgets.
As Okereke defined, builders will be capable to drive customers again to their leisure choices, their searching classes 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 patron-facing function gained’t be nearly reminding customers what they need to do inside an app, but in addition 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 also suggest 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 shopper expertise gained’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 collaborating within the check 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.