Summary of Key Points
This article focuses on app opening-screen advertisements and, through testing, data analysis, and expert opinions, highlights three main issues: More than half of apps still display opening-screen ads (navigation and shopping apps have temporarily stopped showing them, while audio and video apps show all types of ads). Users detest these ads for being mandatory, easily triggered, and potentially causing unintended charges. Platforms rely heavily on advertising as their primary source of revenue, sometimes even designing clever ways to encourage users to click on ads. Although regulations have been implemented to address this issue, ads will not completely disappear; the key lies in finding a balance between platform profitability and user experience.
Detailed Explanation
1. Opening-screen ads have not completely disappeared; half of apps still display them
The article tested over 30 popular apps and found that more than half still feature opening-screen ads. Navigation apps (such as Gaode) and leading shopping apps (like Taobao) have temporarily stopped showing ads due to recent controversies, but audio and video platforms (e.g., Douyin, iQiyi) continue to display them. Ad durations range from 3 to 8 seconds, and clicking, swiping, or even shaking the phone can trigger ad displays. Some ads lead to mini-programs that further display additional ads, creating a “layered” advertising experience, forcing users to watch ads for several seconds after opening the app. What’s more frustrating is that some apps resume displaying ads after a few days, indicating that the regulatory efforts are not long-lasting.
2. Users hate three things about opening-screen ads: mandatory viewing, easy triggering, and unexpected charges
- Mandatory viewing: 90% of user complaints focus on this issue—apps are immediately filled with ads, and these settings cannot be disabled, even after subscribing to premium accounts.
- Easy triggering: Ads can be triggered with minimal effort (e.g., the phone being tilted or shaken for half a second), often resulting in accidental clicks, especially when users are moving around (such as in a car).
- Unexpected charges: Payment links are hidden on ad pages, and elderly users may accidentally make payments without realizing it. These issues have made opening-screen ads a source of annoyance for many users.
3. There are more “ad traps” within apps beyond the opening screen
Avoiding opening-screen ads is just the first step; there are additional forms of advertising within apps:
- Pop-up ads: Account for 34% of ads.
- In-article/ad-video ads: These are even more common, accounting for 33.9%. These ads use more subtle tactics to trick users into clicking:
- Hidden close buttons (too small to see or mixed with the content).
- Continuous pop-ups (one closes, another appears).
- Hidden promotions (look like regular content but are actually ads). Users may accidentally click and end up downloading unnecessary apps or making purchases, wasting time and causing frustration.
4. Why do apps rely so heavily on ads?
Most apps offer basic functions for free, and advertising is their main source of revenue. The logic behind this approach is “secondary sales”: users are allowed to use the app for free, and then the platform sells their attention to advertisers. There are three common ad models:
- CPM (Cost Per Mile): Advertisers pay the platform for every 1,000 impressions.
- CPC (Cost Per Click): Advertisers pay each time a user clicks on an ad.
- CPA (Cost Per Action): Advertisers only pay when users download, register, or make purchases.
Opening-screen ads get high visibility and have a strong visual impact, making them more valuable. Many large platforms generate over 50% of their revenue from ads; without them, these apps would not be viable.
5. Regulators are taking action, but ads will not disappear; the key is balance
The Ministry of Industry and Information Technology has identified 31 apps that violate regulations and has called for stricter ad display rules. However, ads will not completely vanish, as they are essential for the free-app ecosystem (users use the apps for free, and platforms rely on ads to cover costs). Users are also not averse to ads altogether; over 90% of them accept ads in free apps, and 64% prefer ads that are creative and relevant. The issue is not whether ads should exist or not, but whether platforms can be more transparent and user-friendly, giving users the option to disable ads and designing them in a way that does not exploit them.
This article emphasizes that app ads are not necessarily a problem, but platforms must not treat users like money-making machines. A combination of regulatory efforts, platform responsibility, and user awareness is needed to create apps that are both useful and profitable.