Ads Are Coming To Android Lock Screens In The US: The Industry Reacts

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This is a trend that is already gaining momentum in the Asian market. Currently, Android users in the United States may be staring at the lock screen with ads. What does such a reality mean for a brand? And do users support it? Industry experts offer 2 cents.

According to reports, Android users will soon see a flood of ads on their mobile home screens. InMobi-owned India-based mobile advertising company Glance plans to roll out a lock screen platform to Android devices in the United States this summer.


Android users may soon see the lock screen taken over by the ad. Do they support it?

Neither Google nor Glance have published a contract. According to a TechCrunch report, the advertising platform has been in talks with various wireless operators for some time and hopes to be released on various mobile devices within the next two months.

What does this look like to the user? If an Android user turns on the screen while the device is locked, they will see a lot of new content. Video content and recent news articles may appear along with your ads. When the device is unlocked, the dynamic display disappears.

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Glance is already pre-installed on devices around the world and acts as an extension to the Android operating system in many markets. For example, Glance is built into Pragati OS, an Android operating system created by Google in partnership with Indian telecommunications company Jio.

Brand attractive outlook

The outlook for lockscreen advertising is appealing to advertisers. “The lock screen is seen hundreds of times a day and there is no visual noise. If done the right way, it’s prepared for high-impact, high-engagement ad placement. Glance seems happy to do it, “says Julien Verdier. , General Manager of Advertising on the Social Engagement Platform OpenWeb and co-founder of the ad tech company AdYouLike. “Mobile home screen-based advertising is a concept that small startups have forever existed to take advantage of this unique property, but it never succeeded. At first glance, it seems that they are looking at something. , We have relationships with brands and agencies to make it successful. “

Verdier adds that it’s important to deliver the performance that advertisers expect. For publishers, this means effectively targeting ads to ensure high visibility, CTR, and conversion rates.

Others reflect Verdier’s enthusiasm — and a warning of success. “Opening new channels to attract users with relevant content can have a significant impact on advertisers, as long as they are activated in a relevant and user-friendly way,” he said. Craig Hughes, Vice President of Corporate Development and Strategic Partnerships at Outbrain, said. Recommended platform utilizing advertising. He states that device makers have long sought ways to innovate users’ content discovery and advertising experiences while at the same time creating brand new advertising revenue opportunities. “This is an exciting opportunity to reach new users. In particular, advertisers are looking to diversify their spending as the advertising season begins.”

According to Verdier, advertisers aren’t the only ones to benefit from home screen advertising. He suggests that if properly targeted, homescreen ads can add value to users and prove to be “as compelling as Instagram ads.”environment [amid content about] Friends and family. “

But it’s not all rosy

Other industry insiders are more skeptical and point out the risks at stake. “This can backfire,” said Paul Roberts, CEO of ad tech company Kubient. He argues that the main problem is that consumers are already fed up with the saturation of the digital market. “Consumers already feel that they are being hit by digital ads and are concerned about digital tracking and more. For example, 96% of users opt out of iOS tracking. [via Apple’s AppTrackingTransparency framework], This is a big sign and reluctant to advertise anymore. “

Lashanne Phang, senior director of mobile for digital advertising platform PubMatic, says user emotions are a hurdle to success. “Glance operates primarily in Asia, where user tolerance for displaying ads on lock screens is much higher. In the US market, lock screen ads are new and user tolerance may be a concern. Last year, Samsung removed ad serving from its stock app after receiving negative customer feedback because the experience was lower than expected. “

However, neither Phang nor Roberts have come to suggest that there is no way for homescreen advertising in the US market. Rather, they both argue that user rewards or reward frameworks are a key requirement for success in exchange for the placement of permanent lock screen ads.

HoneyScreen in South Korea, which offers cash rewards to users by displaying lockscreen ads, serves as a potential model, says Phang. “To be successful, it’s important to choose the market or user segment that is most tolerant of displaying and interacting with ads on the lock screen, like gamers who are accustomed to working with reward-based ads.”

Phang believes that if users are less tolerant of lock screen ads, perhaps paid subscription-based ad-free options (such as the Netflix model) may be considered. However, others, including Verdier, have questioned this possibility (“I haven’t seen users paying to get rid of it. Users paying.” I don’t want, brands want to pay to reach the right users. With the right ads, at the right time, “he says.

For now, Verdier predicts that ads will continue to look for new homes if it means that users can access the open web for free and the brand can fund growth. “The bottom line is that advertising is the lifeblood of the open internet … and digital advertising will soon be in the $ 1 trillion category, so it’s definitely worth trying lockscreen advertising.”

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