Vivo OriginOS 5 Adds Sensor Permission Control to Combat Annoying Shake-to-Open Ads

Vivo OriginOS 5 Adds Sensor Permission Control to Combat Annoying Shake-to-Open AdsThe battle between smartphone manufacturers and intrusive opening screen ads continues to escalate. From early adopters like Meizu and Xiaomi, to OPPO, Honor, and now Vivo, more manufacturers are joining the fight against shake-to-open ads

Vivo OriginOS 5 Adds Sensor Permission Control to Combat Annoying Shake-to-Open Ads

The battle between smartphone manufacturers and intrusive opening screen ads continues to escalate. From early adopters like Meizu and Xiaomi, to OPPO, Honor, and now Vivo, more manufacturers are joining the fight against shake-to-open ads. Recently, Vivo pushed an OriginOS 5 update to its X200 series, adding an "Access device motion and orientation" permission. This allows users to choose whether apps can access sensor data during startup and operation, effectively reducing the likelihood of unintentional ad activation through user movements. This feature represents a significant step forward in protecting user experience and sparks further discussion about mobile OS permission management and user privacy.

The Smartphone Manufacturers' Long War Against Opening Screen Ads: From Sensor Permission Control to Enhanced User Experience

As early as the beginning of 2023, Xiaomi introduced an "Accelerometer permission" option in the MIUI 23.1.3 developer version. Users could enable a "Disable on opening screen" setting to prevent ads from triggering, regardless of how they held their phone. This marked a proactive approach by manufacturers to combat these ads.

Shake-to-open ads rely on the phone's accelerometer and gyroscope to detect user movements. Apps access this data via the SensorManager API, and algorithms match the intensity, frequency, and direction of movement against predefined triggers to activate the ad.

After updating to OriginOS 5, Vivo initially offered a "sensor permission" toggle for compatible devices. However, the initial version acted as an "all-or-nothing" switch; disabling sensor access also disabled features like automatic screen rotation within apps, making it impractical for video applications.

The latest Vivo X200 update improves this. Users can now specifically choose to "Disallow sensor access on opening screen" or enable it globally. This solves the "all-or-nothing" issue, preventing accidental ad activation while maintaining functionality for other apps.

Major manufacturers like Xiaomi and OPPO now support similar functionality. Disabling sensor access consistently prevents ad triggers, mirroring Vivo's improved experience. However, iOS still lacks this feature, leading to rampant ad activation during promotional periods and severely impacting user experience.

Domestic smartphone manufacturers demonstrate a stronger focus on the specific needs of their local users, understanding which permissions require strict system-level control. This highlights their advantage in user experience, showcasing an area where iOS still has room for improvement.

The Conflict Between the "Money-Making" Power of Opening Screen Ads and User Experience

The prevalence of opening screen ads in mobile apps can be traced back to the 4G era, with shake-to-open ads emerging around 2018. In 2021, the Ministry of Industry and Information Technology (MIIT) in China issued new regulations to crack down on non-compliant opening screen ads, targeting shake-to-open ads specifically.

Despite widespread user aversion, these ads persist, becoming a standard feature for many apps. QuestMobile reports show over 78% of users consider opening screen ads detrimental to app experience. They waste time and can lead to accidental navigation to inappropriate or fraudulent ads, severely impacting user experience.

However, from a market perspective, these ads are a lucrative revenue stream. Statista data shows the Chinese mobile advertising market exceeded 900 billion yuan (approximately $126 billion USD) in 2023, with opening screen ads holding a significant market share (nearly 12%). Jiguang Big Data shows opening screen ad click-through rates typically range from 1% to 3%, significantly higher than those of information stream and banner ads. High exposure and conversion rates make them attractive to advertisers.

Furthermore, for many free apps, ad revenue is almost the sole income source. Umeng data reveals that over 68% of free app revenue comes from ads, with opening screen ads playing a crucial role. Fierce competition makes this monetization model difficult to replace.

Smartphone Manufacturers' Responses and Future Outlook

Faced with rampant opening screen ads, manufacturers are actively working to protect user experience. Besides disabling sensor permissions, some are exploring other methods, such as limiting ad duration or providing ad closure options.

Vivo's OriginOS 5, for example, offers granular app permission management. It logs app permission usage and lets users control auto-start, camera access, accelerometer access, etc., significantly improving transparency and user control.

However, opening screen ads continue to evolve, moving beyond shake-to-open to incorporate swiping, flipping, tilting, and clicking. These advancements, driven by advertisers and developers seeking to improve click-through rates and revenue, often lead to interactive ads which have 30%-50% higher click-through rates than static ads.

To combat this ongoing evolution, manufacturers need a combined technological and regulatory approach. This includes intelligent permission control, ad logic optimization to minimize disruption, and stricter industry standards and privacy protections to balance commercial interests with user rights.

In the short term, it's unlikely that alternative marketing methods will completely replace cost-effective opening screen ads. Smartphone manufacturers can focus on improving privacy and sensor permission management, enhancing user experience, and collaborating with regulatory bodies to foster a healthier and more regulated mobile app ecosystem.

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