Why do foreign apps rarely have open screen ads?

Time:2020-6-29

preface:I see this problem in Zhihu, and think it is a phenomenon worthy of attention. So I write an answer and sort out the cost article. Welcome to discuss.

Text:

As the old saying goes, ask first if it is true, then why.

The conclusion that “there are few open screen ads in foreign apps” may not be true. After all, the business world has developed very smoothly and maturely. Once there is a feasible business model (such as open screen advertising), it will be borrowed quickly. So why does it give so many people a cleaner feeling of foreign app? Let’s start from the source.

The 1.0 version of the open screen ad started from apple. In fact, the 1.0 version of the open screen ad is not an ad, it is entirely for the user experience. Apple calls itLaunch Screen

A launch screen appears instantly when your app starts up. The launch screen is quickly replaced with the first screen of your app, giving the impression that your app is fast and responsive. The launch screen isn ’ t an opportunity for artistic expression. It ’ s solely intended to enhance the perception of your app as quick to launch and immediately ready for use. Every app must supply a launch screen.

—— Human Interface Guidelines

Why do foreign apps rarely have open screen ads?

In short, launch screen is a placeholder image to show when the app starts. Because the startup image appears very quickly, users will feel that your app runs and responds very quickly. In order to improve the user experience when an app starts, each app must have a launch screen.

In Apple’s human interface guidelines document, the officialEmphasize don’t advertise.

Why do foreign apps rarely have open screen ads?

However, just as all the most profitable methods will be specified in the criminal law, the launch screen’s start-up pictures have also been replaced by advertisements, thus entering the 2.0 silver era. At this time, the open screen has officially grown into open screen advertising.

Why are there few open screen ads in foreign apps?

One sentence answer:The world is bustling, all for profit; the world is bustling, all for profit.User experience? It doesn’t exist.

  • Come on, let’s talk about experience first

Let’s take a look at the foreign apps we can use, Facebook? Instagram ? Twitter ? VSCO ? Have you found that the foreign apps that can enter our field of vision are either the leading Huadan of a large company or the official recommendation of the app store. Big wave has washed away a lot of sand, leaving us with almost all high-quality applications, which will still have the pursuit of user experience. For these applications, registered users and daily living users are very large, and they are global users. Have you ever seen people in any country other than China open headlines and microblogs every day? So when the user base is very large, the daily opening times are very large. If the open screen ads are implanted (generally 5 seconds, of course, I am drunk when some wonderful ads play 30 seconds of video), the opening speed becomes slow, which seriously affects the experience.

  • sense of worth

In fact, this is quite nihilism, but it is a phenomenon.

At the C-end level, when Americans open news or game apps, they don’t like to see an ad content that is not related to the software, while Chinese users seem to be able to accept open screen ads? However, I think the more important reason is that there is no choice. I want to unload the slag wave and use Facebook. Can I board it? I?!

At the b-end level, China’s advertising design is large and comprehensive, and colorful black can be adjusted for you. In the United States, with the infiltration of Silicon Valley culture, the less is more respected, such as Google, so all that can be removed is removed.

  • profit model

Any free internet service can’t bypass advertisement. Do you know how to write anethole? Oh, no, I’m asking, do you know how many advertising models Facebook has? I’m not afraid to scare you to death!

According to the purpose of launching, Facebook can be divided into the following 12 forms (from @ Penguin Zhiku):

For improvingWebsite HitsAdvertising for
For improvingWebsite conversionAdvertising for
For improvingInteractive amount of homepage postsAdvertising for
For improvingLikes from home pageAdvertising for
For improvingMobile app installationAdvertising for
For providingCoupon collectionAdvertising for
For liftingLocal market awarenessAdvertising for
be used forActivity responseAdvertising for
be used forProduct catalog promotionAdvertising for
be used forEnhance brand awarenessAdvertising for
be used forLead generationAdvertising for
be used forIncrease video viewingAdvertising for
(more details can be found in: begin’s Guide to Facebook ad types)

Facebook has so many profit models, why hang on the open screen advertising? Coincidentally, wechat, which can make money through the penguin and open the primary traffic portal of Tencent partners, doesn’t it have open screen advertising? (as for other Tencent applications, such as Tencent video, since users don’t open them frequently every day, open screen advertising is still within the user’s tolerance.)

  • The way of survival for non rigid small applications

The previous discussion is about free applications from large factories. What about those small and beautiful foreign applications?

In fact, there are no more than the above three reasons: small and beautiful foreign applications focus on experience, and naturally won’t add open screen ads to you (you won’t get rid of bad apps that add ads to you); if you don’t say much about values, if you don’t like it, you just don’t like it; if you add ads, users will run away; in terms of profit model, it’s basically either paid download or in app purchase )People don’t live by traffic, so there’s no need to add open screen ads (although some game value-added packages have the option to watch the advertising video, which is not as compulsory as open screen advertising).

Therefore, in general, the reason for the lack of open screen ads in foreign apps is mainly due to the survivor bias. We are exposed to some large factory apps and high-quality apps. In this part of the app collection that pays more attention to user experience, due to the different values and the tolerance of advertising types at home and abroad, plus the rich profit model of APP in large factories, small and American applications do not rely on open screen advertising for profit, forming a situation that is not common in foreign app open screen advertising at present.

For domestic apps, for some reasons, users don’t have a choice for big factory apps (such as Sina Weibo). Although the user base is huge and open screen advertising greatly affects the experience, there is no way for other people to do it. For other applications in vertical fields, as the whole domestic environment is like this, a variety of rich development tutorials and even system adaptation packages from mobile phone developers will appear if you search for “open screen ads” in search engines. So everyone does it. I don’t do it for nothing, right.

Of course, under the national conditions, there are also some people who make open screen advertisements into word-of-mouth. For example, the college open screen advertisements of Netease cloud music a while ago did very well. But this is another topic, so we will not talk about it.

above.

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