Google announced Tuesday that it will begin showing advertisements on the homepage of its mobile app later this year in a move that will likely expand the tech behemoth’s ad revenue.
“Rolling out to all advertisers globally later this year, Discovery ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services,” the company said at its Marketing Live conference for advertisers, citing a recent poll showing that over 75 percent of consumers “enjoy making unexpected discoveries when shopping.”
The ads will appear on the Google homepage’s “Discover” feature in a news feed through which consumers can swipe. The ads are set up via an algorithm that will personalize articles, products and other content.
“Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google,” Daniel Pahl, VP of Media and Acquisition at TechStyle, said in Google’s announcement. “We’re now able to inspire a completely new audience to action.”
Beyond the homepage, Google will start later this year placing ads with up to eight images in its search results in a new “Gallery ads” function that the company says provides “a more interactive visual format.”
Ads will also soon be seen on the homepage of Google Shopping, which consumers can personalize and filter “based on features they care about and brands they love.”
Oliver Heckmann, vice president of engineering for Travel and Shopping, told Reuters Monday that the new changes will make it easier for consumers to find and buy new products as many shop in spurts while doing other tasks.
The news comes amid reported concerns among investors in Alphabet, Google’s parent company, that companies like Amazon and Instagram are drawing a disproportionate number of online shoppers toward their platforms and away from Google.