An Indian tech company called Glance will soon be placing advertisements on your Android lock screens. Google and other investors have backed Glance. The $2 billion advertising technology (otherwise referred to as AdTech) provides different forms of media to home screens of certain devices, and for certain people, it can actually work very well. With Glance, your lock screen would display a feed that includes news, quizzes, pictures, videos, and other content.
Lock screen personalization has been introduced on Apple’s iOS16, which is set to be released very soon. With this new release, Apple is adding new features that give users control over how they want to personalize their phones, including their lock screens. Users can include third-party widgets, change the color palette, among many other freedoms. Features and updates like these are what makes room for AdTech companies such as Glance, which is already in touch with U.S. carriers, and will bring targeted ads right onto users’ lock screens.
According to TechCrunch: “The startup personalizes content feed on the lock screen based on users’ interests, prompting them to engage deeply with content.”
“On average, consumers unlock their phones 70 times in a day and consume content on their lock screen 9 out of 10 times, or 65 times in a day. There is a 35% year-on-year (YoY) growth in lock screen content consumption between December 2020 and December 2021. Users are not only consuming more content on the lock screen but are also sharing lock screen content more frequently. […] lock screen now integral to users’ daily content consumption habits.”
If we overlook the fact that our lock screens will be invaded with ads, Glance is kind of a useful technology to add to our smartphones. Instead of having to unlock your phone to check other apps that inevitably do target you with ads, you’ll just be getting the ads as soon as you “glance” at your phone.
Around 400 million smartphones across India and Asia already come with Glance preinstalled on them, so it seems that this is a reality that many Android users will have to accommodate themselves to.
In related news, Instagram is testing a full-screen main feed page.
Photo via Glance