Microsoft has begun testing a new ad format on the Windows 11 Start Menu, with the aim of encouraging users to download more applications. As part of this initiative, the tech giant is introducing “app promotions” at the bottom of the Start Menu area, which will display promoted icons alongside native applications. These icons are easily distinguishable from native apps, as they will feature a promotional ticker to indicate that they are ads.
The new feature, which is optional, can be toggled off in the Personalization section of Settings. However, some users have expressed concerns about the potential for users to mistakenly install an application thinking it is a native app. Microsoft has addressed this issue by opting to denoted that the icon is a promotion.
The app promotions will appear in the Recommended section of the Windows Start Menu, which is familiar to users of Windows 10, where a similar feature known as “suggested apps” was already available. The Recommended section is usually accessible from the Start Menu, and users can opt-out of these promotions by toggling off the feature in Settings.
According to screenshots shared by PhantomOfEarth, an influencer on the X (formerly Twitter) social media platform, the new feature showcases an app promotion of the Opera browser alongside the Gamer Bar installed application. The screenshots show that the promoted icon is easily distinguishable from the native application, with a distinct promotional ticker.
Microsoft’s New Ad Format in Windows 11 Start Menu Introduces Promotional App Icons
The introduction of app promotions on the Windows Start Menu is a move that could benefit Microsoft financially, particularly in the wake of the brand’s decision to open its app store to Win32 apps in 2022. Prior to this move, users would have had to manually download the Opera app, for instance. Now, with the new app promotions feature, users will be able to easily access and download the app from the Start Menu.
Some users have expressed concerns about the potential proliferation of ads on the Windows Start Menu, which is a sensitive and frequently used area of the operating system. Microsoft’s decision to pilot the app promotions feature in the beta build of Windows 11 is a cautious approach to testing the feature before its potential release in the public version of the operating system.
Microsoft’s new ad format on the Windows 11 Start Menu is a bold move aimed at increasing app adoption and revenue. While some users may be wary of the potential for ads to clutter the Start Menu, the feature is optional and can be easily toggled off. With the Promotional App Icons feature, Microsoft is seeking to create a seamless and user-friendly experience for its applications, while also generating revenue from the app store.
