[Market & Industry] Three misconception and truth about mobile lockscreen advertisement

Hi. Today, we will look into common misconceptions related to mobile lockscreen advertisement and see what the truth really is.

Misconception 1. The lockscreen advertisement is full of teenage/young adult users (age of 10-29)

Many people have common misconception that the main user population consists of teenagers and young adults due to seeing the lockscreen advertisement service as a ‘reward based (money earning) application’. Saying the conclusion first, this is not the case.

First, together we will examine the user composition of HoneyScreen; A B2C lockscreen service runned by Buzzvil.

[Picture 1] Distribution of age and gender for HoneyScreen users

As you can see, the teenagers make up only 32%. In other words, Users who are not teenagers take up 68% of the population. In addition, the females take little more part than males.

As many of you are aware by now, Buzzvil is managing ‘BuzzScreen’, the only lockscreen advertisement network in domestic markets and exposing lockscreen advertisement on media partners other than HoneyScreen. Even more interesting fact can be found when looking at the spread of population* of users of lockscreen within BuzzScreen partner application. However. Please excuse us for hiding the specific partner’s name due to confidentiality issue of our partners.

(*This is a spread of population of lockscreen users, not the total users of the partner application. It will generally have a tendency to follow the population distribution of partner application’s total users yet may not correspond completely.)

[Picture 2] Distribution of age and gender for lockscreen users of partner A

The case of partner A is quite interesting. That not only the teenagers take merely 1.48% of the total population, but the users who are in their 30’s and their 40’s take up 73%. In addition, with females taking 63% of the population, it is safe to say that it is an optimum spread of population to expose commercial advertisement.

It is possible for one to refute that this is a unique case. So should we look at the next case together?

[Picture 3] Distribution of age and gender for lockscreen users of partner B

The proportion of teenagers in this case only takes 1.94% of the population. Similarly as before, the 30’s and 40’s population takes high 67%. Proportion of female takes overwhelming 69% in this case.

[Picture 4] Distribution of age and gender for lockscreen users of partner C

In the case of Company C, there are seemingly even distribution of population shown. Which seems to be population distribution that is close to the general regular distribution.

[Picture 5] Distribution of age and gender for lockscreen users of partner D

Distribution of Company D is interesting as well. Teenagers make up 58%, and young adults in their 20’s make up 32%. In addition, males take 93% in overall population. Males take overwhelming proportion compared to the previous examples and it is fascinating that the main user populations are made of mostly teenagers and young adults.

Putting together all the facts above, it seems that it is a major misconception that only teenagers and young adults are using the lockscreen service. It can be seen that population spread for BuzzScreen, as a lockscreen advertisement network is very diverse aided by having various application partners. As targeting for age, gender is also possible, depending on the objective of the advertiser one can carry on with an advertisement by selecting the targeted audience.

Misconception 2. The screen lock service is only for Cherry Pickers?

Similar to the misconception 1, as ‘points’ are given out, the main user population of lockscreen service, often get misunderstood as a cherry picker. This of course, is different to the truth.

Firstly, many users enjoy the personalized news and contents delivered to the lockscreen. This is because the idea of receiving contents enjoyed normally to a lockscreen come as a highly great value.

In reality, according to the survey of about 4,000 HoneyScreen users on the 3rd quarter of 2016 showed that 96.6% of users answered that it is greatly or quite convenient of going through content by rolling upwards or downwards on the lockscreen.

[Picture 6] Content Function of Slidejoy

Furthermore, user experience is rapidly improved as various utility functions including weather, membership card barcode, shortcut and event is provided through the lockscreen. Imagine a situation of taking out a membership card at a café to receive discount or accumulate points. Turning on the phone, opening the application, and pressing on the membership card barcode button. Minimum three stages must take place. The awkward and embarrassing moments from the clerk waiting in front or customers waiting behind cannot be measured whatsoever, but it surely will not be a pleasant experience.

What if it can be summoned simply from the lockscreen? I think its significance can be understood without much further explanation.

[Picture 7] Lockscreen utility function of OK CashBag – Successful representative case.

Lastly is the context of users who use the application. We will firstly look at the loyalty program aspect among the major BuzzScreen partners. Loyalty program such as OK Cashbag, Lotte L Point, 11st and Clip provide points when the users are purchasing a specific product. As points are accumulated by activities such as purchasing items from 11st, purchasing coffee at Angel-In-Us and watching a movie. Therefore, is it not obvious that the user population consists of those with purchasing power? However, we must keep in mind that regardless of purchasing power, everyone likes discounts.

Other than that, by providing premium contents such as Battlecomics and pay to view contents with discounts or free of charge, users that enjoy content consumption can be seen as main users. The fact that it is not a real compensation makes it somewhat more of an indirect compensation.

Misconception 3. The lock screen advertisement space fills with reward CPI advertisement.

4 years ago when lockscreen advertisement service first came into the market, it is true that the lockscreen advertisement screen was filled with reward CPI advertisement. A considerably wide reach is needed to win a contract and expose a display advertisement. As all service are at the start, the number of users are limited and there was a difficulty in exposing display advertisements. Due to this, we had to fill this space inevitably with reward CPI advertisement.

However, Buzzvil recently have increased the network’s Reach in HoneyScreen and BuzzScreen to 2.3 million in Korea and correspondingly is increasing the proportion of non-incentive display advertisement within the lockscreen (The Reach is increasing at this very moment of writing as well!). It can be seen as a strategy to takeoff as a ‘Premium Space’ by maximizing lock screen’s value of being a full screen and first screen. Apart from that, there is a plan to actively develop new advertisement products for brand advertisers including a video advertisement that can be played from the lockscreen.

The truth is that all the cards that is exposed one by one on the lockscreen only differs in design to those that appear on Facebook Newsfeed, but shares the same concept. Each card has a concept of being a content or an advertisement. We will put in effort to advance the premium mobile native advertisement space, pioneered by Facebook, to additional stage using the characteristics of the lockscreen. Please keep an eye on the development of lock screen as a premium brand advertisement space. Thank you.

[Picture 8, 9] Case of premium brand’s advertisement exposure within the lockscreen

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