When you search for bands and songs Google in the future might offer you a play-button in their search results. The search giant is testing currently such a feature in cooperation with Spotify, Rhapsody and Apple's Beats Music using an ad-box on the top right of their search results.
Image: The Wall Street Journal
The feature can be used for paid advertising of the related streaming services. In combination with campaigns of major labels, free access to specific songs is another option. Of course Google is placing a link to it's own Google Play store on top of the offers. As spotted in february, a similar feature is also being tested for movie offers.
Source: The Wall Street Journal