After avoiding the "ice cream assassin", I couldn't hide the "opening advertisement" shake

Everyone who uses mobile phones is trying to avoid entering the lighting area, spider web, and dung pits set by the APP ... Another name of them is "Opening Screen Advertising".

"I can no longer find the meaning of the membership of the membership." This is the first time that the bubble is helpless to open screen ads.

From the invalidity of the APP "personalized advertisement" to the various types of advertisements in the "Report" APP, bubbles once felt that their love, WPS, Zhihu and other APP members were as false.

Not just bubbles think that even most netizens have unanimously resist pop -up advertisements.

According to the "47th China Internet Development Statistics Statistical Report", there are as many as 1,221 online pop -ups, and 82.4%of interviewees have expressed disgusting network pop -ups.

In May 2022, the Nandu Big Data Research Institute conducted a questionnaire survey for online users around the "Internet platform advertising compliance experience".

According to the results of the survey, more than 80 % of the respondents said that they had encountered Internet advertisements that could not be closed, "disguised" fraud, "shaking" chaos, false propaganda, etc. Nearly 70 % of the respondents looked forward to the Internet platform Strengthen the monitoring and inspection of advertising and deal with illegal advertisements in a timely manner.

The results of the questionnaire showed that 80%of the respondents said that the frequency of advertising was high on the Internet platform.

And there should be advertisements that should have been simple and clear for adolescent models and old versions: over 60%of the respondents said that they had encountered advertisements in the platform youth mode.

In fact, for users, the original intention of opening a member must be to skip advertisements and enjoy the interrupted office and entertainment process. However, the frequent appearance of screen advertising has made VIP users feel that not only did they not get a good experience, or even even their experiences, but even even. Back to liberation overnight.

Even in recent years, the March 15th Evening Party has reported multiple reports on false advertising in the Internet:

"360 search medical advertising fraud chain", "UC browser involves putting false medical advertisements for non -qualified companies", "Fun Tounae has repeatedly available false publicity advertisements, can be put on without qualifications" and so on.

However, among the many APPs, there are still screen advertisements, as well as plugging advertisements interspersed in the use of APP.

1. It is difficult for members to escape the screen advertisement

In fact, pop -up advertisements can not be completely canceled, only governance.

In March 2022, the State Cyber ​​Information Office issued the "Regulations on the Management of Internet Popular Window Information Push Service (Draft for Soliciting Opinions)", which required to ensure that the pop -up advertisement was closed for one -click; Three -party links, two -dimensional code and other information; they shall not be able to induce users to click through pop -up information push services to implement traffic fraud and traffic hijacking.

The survey results show that more than 99%of respondents said they had encountered "hooligan" advertisements that could not be closed on the Internet platform.

Among them, about 80%of the respondents encountered such conditions. According to the interviewees, it is common for long -term video platforms, news and information platforms, and mobile browsers to be unable to close advertisements.

But even so, the screen advertisement not only did not get better solutions. On the contrary, it changed from the initial opening advertisement to a connected way of opening, such as clicking or shaking to automatically jump to other apps.

In terms of users, if it really "shakes" the mobile phone advertisement, it will not jump, and there is no big problem. However, some applications set the threshold of "shaking" too low. Walking, going up and down stairs, shaking your mobile phone slightly or not paying attention to it, the screen ads may bring you to another app.

Even if you finally reacted, it was difficult to find the "Return" key from the lower left corner of the interface, it is likely to not be able to take you back to the original starting point, and if you want to continue to return to the original app, you can only exit and re -open it. Essence

There are more excessive people. It will bring a "false skip" on its advertising interface. If you accidentally jump to the next different app at this time, you will really want to curse.

On the other hand, to a certain extent, this correlation method of opening up is increasing in back -end applications for users with easy card machines.

However, regardless of advertising or less, as long as advertising occurs, the user experience will be greatly reduced. But from the perspective of the brand, the advertising business is also one of its important sources of income.

According to observations, the most advertising on the screen "Shake" is the e -commerce platforms such as JD.com and Taobao. And e -commerce shopping is exactly a behavior that is closely related to actual needs.

Of course, whether it is a pop -up advertisement or a plug -in advertisement in the software process, the start of third -party monitoring software will also appear directly pop -up.

WPS CEO Zhang Qingyuan responded to "#WPS exposed to delete the user's local file#" statement on Weibo, "We have been decreasing in the past few years. The three parties directly pop -up the window when the WPS is monitored. We plan to completely close the advertising business next year. "

However, from the perspective of the majority of netizens, the location of the screen advertising is important, the advertising price is high, and the company is set up for the opening of the screen advertisement. However Is the marketing advertisement made in the head really a substantial role?

2. Can I really live by advertising revenue?

From the perspective of advertising logic, getting the maximum marketing effect is the key point of advertising, but if you want to achieve the real effect, you must get the real recognition of the user and be willing to consume it. However, by opening the screen jump to increase the user's error rate to reach the view, it is precisely to push the user to the edge of disgust and disgust.

This is just like on the screen advertisement, when the user has an emergency need to open the APP and opens the APP. If the screen ads at this time have a compulsory or extremely easy to jump to other APPs, this is obviously violated the user that the user The true will.

Even for some users, opening the screen advertisement is really chicken ribs. Even if it opens 800 times a day, it does not really remember any frame of advertising screens. It will only form an inertial click to "close the advertisement".

According to public information, the current unit price of screen -opening advertising is the highest in all APP advertisements. The high -quality Internet media, the opening advertisement is exposed per thousand times, and the selling price can reach hundreds of yuan.

However, from another perspective, Party A who needs to put the advertising position for thinking is that if Party B is charged according to the number of clicks on the opening advertisement, the effectiveness of advertising data obtained through the "shake" and comparison of advertising cost -effectiveness. Is it worth investing?

On the one hand, the emergence of open screen advertisements has actually affected the app itself.

The most obvious example is WPS's hot search "#WPS will completely close the advertisement" on July 13th. Many netizens under the hot search entry said:

"One said, you dare to close the advertisement thoroughly, I dare to give you for two years." "Thank you, you're better to close the advertisement", "It is annoying to work, and it depends on its messy advertisement. I can't stand it anyway. I don't support domestic software."

It can be said that WPS did follow the screen advertisement.

In addition, the "cut off" advertising business is still difficult for WPS. According to Jinshan's office financial report, the company's profit model is mainly divided into three types: software product authorization, office service subscription subscription and Internet advertising promotion.

Jinshan Office once revealed in the financial report that for free users, the company adopted a "free+advertising" profit model, and with the help of a huge user group, it became an important platform for advertising customers to promote its products with brand value.

In fact, the Internet advertising promotion business is still an important part of WPS revenue, but WPS's Internet advertising promotion business revenue has indeed decreased.

According to the WPS financial report data, from 2019 to 2021, the proportion of advertising business revenue of Jinshan Office has decreased from 25.57%to 12.38%year by year. By the first quarter of 2022, the proportion of advertising business revenue fell to less than 10%, a decrease of nearly 50%year -on -year.

Judging from the data monitored by Ai Media Consultation recently, more than 85%of APPs on the market, its commercial revenue depends on advertising revenue.

As early as 2021, WPS's Internet advertising promotion and other business revenue was 406 million yuan. It is difficult to say that the thorough closure of Internet advertising promotion business will not have the most substantial impact on WPS in terms of revenue.

Third, the risk loss brought by pop -up window

In fact, it can be said that false advertisements are also one of the "stubborn diseases" in the chaos of Internet advertisements.

When a large number of APP opens the screen advertisement, there will be no invasion of false advertisements, and it is difficult for users to identify the authenticity of advertising, resulting in damage to their own interests.

The survey results show that more than 60 % of the respondents have encountered plot video advertisements that preach incorrect values ​​such as worshiping gold, anxiety, etc. Rarely.

According to the "Advertising Law", Internet advertising operators and publishers have the responsibility of reviewing the main quality of advertising and advertising content. However, in recent years, various illegal and false advertisements have continued to "invade" the Internet, bringing users money, health and even life safety losses to users.

According to public information, nearly 30 % of the respondents have encountered the situation of publishing medical, drugs, medical devices, and health food advertisements on the Internet platform in disguise. I have seen the prescription drugs and tobacco advertisements prohibited on the Internet platform.

In addition, because many manufacturers are not strict with the advertising review of cooperation in order to make profits, this has led to a large number of vulgar advertisements, and even many advertisements will have the risk of leaking user information.

Facing the issue of information risk, although the Ministry of Industry and Information Technology announced the comprehensive development of the APP opening screen pop -up window information harassing user problems, it also stated that these flooding screen advertisements have violated the user's rights and interests. The sense of happiness and sense of security are guaranteed, and major enterprises must completely solve the problem of misleading users by advertising to deceive users according to the demands of users.

However, in the face of massive apps and the threshold for advertising because the Internet has greatly reduced advertising, it is not easy to use a large number of advertisements on the Internet, and it is difficult to cure directly.

To some extent, this requires the APP platform to consciously conduct strict review to a large extent, and actively protects the legitimate rights and interests of users.

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