Apple announced plans to add more advertisements to App Store search results starting next year. The expansion provides advertisers with additional placement options amid 65 percent of app downloads occurring after searches.
The App Store currently features a single advertisement position at the top of search results. For instance, a search for “Instagram” often displays an ad for a competing social media application in that uppermost slot. Under the new system, advertisements will extend to positions further down the search results listings.
Apple stated that advertisers will not need to modify existing campaigns. The company explained that ads will “run in either the existing position – at the top of search results – or further down in search results.” This arrangement allows seamless integration of the expanded ad inventory into current advertising strategies without requiring adjustments to bidding or creative assets.
Apple highlighted that 65 percent of app downloads follow user searches within the store. The company described the changes as a means to “give advertisers more opportunities” to reach potential users during these high-conversion search interactions.
Google introduced additional advertisements in its Play Store last year. Many users reported increased frustration with the store’s usability due to the higher ad density.
Separate recent reports indicate Apple intends to introduce advertisements into its Maps application, with implementation scheduled for next year. Apple has not issued any comments on these Maps-related plans.
