The mainstream app opening ads seem to disappear, but they haven’t disappeared completely either

Yesterday, I verified two things with two Qualcomm Snapdragon 888 phones. One is that Snapdragon 888 is indeed a bit hot, and the other is that most of the open-screen advertisements of mainstream apps have indeed disappeared.

▲ The "refreshing" opening screens of JD and Alibaba (Taobao was too fast, I cut 9 times, and finally succeeded once).

At the same time, during the verification process, I was finally able to see the Slogan of the apps of major Internet companies. If they were put together, it would be like a street that was once plastered with small advertisements, finally restored to its cleanliness.

Thinking about it carefully, it has been a long time since I saw such a clean and refreshing startup screen.

Some app’s on-screen ads disappeared

The source of all this is the centralized rectification of the information on the opening pop-up windows of the App by the Ministry of Industry and Information Technology last week. 68 leading Internet companies, including Ali, Baidu, Tencent, and Bytedance, have completed rectification.

As a result, the open-screen advertisements of the apps that were frequently used last weekend are gone, leaving a clean and dry look.

According to our statistics, the Alibaba apps have responded most positively. From Taobao to Cainiao, and even Fliggy and Alibaba, this kind of shopping apps still have no pop-up ads in repeated tests, and the response speed is extremely fast. Soon I can’t even see the opening screen.

▲ The open-screen advertisement is still there, but the form is unified and more standardized.

The same is true for JD.com, which is also shopping, but the JD Finance, which is extended to the same department, is similar to usual, with static and dynamic ads appearing randomly.

The same is true for Tencent apps. In addition to WeChat and WeChat reading, Tencent Music and Tencent Video still have corresponding on-screen advertisements, but most of them are used to drain their own content and are acceptable.

▲ From left to right, no login, first login, daily open. After opening it again, there will be no push.

As for Pinduoduo, a large pop-up player, it has also converged a lot. In many tests, only one "receive money" advertising pop-up was found, and the rest were very disciplined.

Apps in other fields have more standardized the way of displaying information in the open-screen pop-up window, with a more obvious skip button, most of the advertisements are within 5s, and the advertisement content is also regulated a lot, and there are few inducing advertisements. Up.

▲ The button automation and double pop-up advertisements were quite fascinating. I thought that the phone was broken.

Of course, I also found a counter-example of Meituan. After the advertisement of its own activity pops up, it will jump directly to the activity page. If you want to use it normally, you need to jump back manually, no matter how many times you test it.

Roughly speaking, although the rectification of the App's open-screen advertisement is only the beginning, the effect has been very gratifying, and the mobile phones seem to have a new year. I hope that the Ministry of Industry and Information Technology can "intensify its efforts" and continue to "go deep."

The point is not to prohibit, but to regulate

The Ministry of Industry and Information Technology is not trying to get rid of open-screen advertisements this time, but to "rectify" so that the presentation form of open-screen advertisements of apps conforms to the "Advertising Law."

Article 44 of the "Advertising Law of the People's Republic of China" clearly stipulates: "The use of the Internet to publish and send advertisements shall not affect the normal use of the Internet. Advertisements published in the form of pop-ups on Internet pages shall be clearly marked with a closed sign to ensure Turn off with one click."

Simply put, there is a clear "closed" sign, and it does not affect normal use.

▲ The open-screen advertisement is still there, but the form is unified and more standardized.

But in reality, open-screen advertisements are chaotic. Many Internet manufacturers are walking on the edge of the law. The "skip" button "Xiaoru Ant", or the page disguised with a lot of "x" and a bunch of induced click buttons are almost impossible to prevent.

The original intention of the manufacturers is, in the final analysis, to complete the click-through rate of the advertisements, or a certain jump rate, so as to increase the price of the advertisement and profit from it.

During the morning rounds of testing, I used my impression to find a few apps that used to have “disguise” and “induction” on-screen advertisements, but in the end I all “fell” and did not find them.

However, I found some problems.

After the rectification, there have been three trends in the opening of App screens. One is to directly cancel advertisements, the other is to open-screen advertising spaces to serve themselves, and the third is to display advertisements that comply with the "Advertising Law."

▲ The location of the skip button is unpredictable.

In the two or three cases, there will be a clearer "skip" button, but they are all designed in the upper right corner, many of which are top grids, and the "skip" button is a bit bigger than the "ant". If you want to skip it gracefully It's still a bit difficult.

In addition to these big companies, I also searched for a few "niche" apps, and found a new routine of "double-layer advertising". One layer is skipped, and there is another layer. Counting the original screen opening animation, it’s a bit like peeling an onion. Up.

The design of these advertisements, in fashionable terms, uses Fitts's law in the opposite direction, allowing you to spend a long time paying attention to the content of the advertisement (and accidentally click on it). If you are more blunt, you are "cheating" to click and jump.

Speaking of jumping, in the past, except for the "skip" button, all support jump areas, accidentally will cause a chain reaction, "Obviously open is Zhihu, how did you jump to Taobao?"

▲ After rectification, the jumpable area is limited to the button.

After the rectification, the advertisement will clearly indicate the "jump area", and only click the corresponding area to jump, otherwise "indifferent".

For now, among the apps that retain open-screen advertisements, the "skip" button and "jump" area of ​​Weibo are the most in line with the corresponding specifications.

Under the "heavy punch" of the Ministry of Industry and Information Technology, whether it is the apps of large Internet factories, small factories or studios, the chaos of open-screen advertising has been improved and it has begun to get on the right track.

But the temptation of the "big cake" of advertising revenue is ahead, and it is inevitable that the sword will go astray and go astray. Fortunately, the Ministry of Industry and Information Technology stated that it will continue to increase its efforts and will continue to promote the special rectification of the App.

On-screen advertising is just the "tip of the iceberg" of chaos

At the end of last year, the "App Advertising Consumer Rights Protection Evaluation Report (2020)" issued by the Shanghai Consumer Rights Protection Committee showed that after the introduction of regulatory policies and the strengthening of supervision, the bad problem advertisements of apps showed a rapid decline.

▲ The number of advertisements related to pop-up interference, forced push, information theft, and pornographic and drug-related issues is showing a rapid decline. Picture from: Shanghai Consumer Rights Protection Commission official website

At the same time, this report also emphasized that there are still many problems in the app, such as App advertising "cannot be turned off", personalized advertising "not selectable", and advertising non-compliant. A few days ago, the Ministry of Industry and Information Technology's on-screen advertisements were only the "tip of the iceberg" of chaos.

The mobile app has gradually replaced the PC and has become the main entrance for the Internet to provide services and content. As users continue to saturate in recent years, in order to grow faster and share benefits, many apps have continued to wander on the edge of the law.

Collect user information and profile user portraits, and then be able to "personalize" accurate push, thereby improving the conversion of advertisements and services, and maximizing benefits.

To this end, the relevant departments of the Ministry of Industry and Information Technology have recently issued corresponding laws and regulations to regulate the collection of user information. Since 2019 began to strengthen the supervision and punishment of illegal collection of personal information, by 2020, a series of policies and guidelines have been issued, from a single app to a joint app store to manage and review together.

In addition to laws and regulations, many domestic systems have also begun to focus on protecting personal privacy and sensitive data. Regardless of regulations or some companies, more standardized App advertising push, data collection and data use will be the general trend.

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Ai Faner | Original link · View comments · Sina Weibo