If you have bought a second-hand computer on Pinduoduo, or have used a low-cost host in urban village studios or Internet cafes, you have likely seen the whole screen filled with "screensaver ads" when the computer enters screensaver mode, featuring slot machines, fishing nets, and click-to-play mini-games, etc.
This type of embedded screensaver advertisement has become a mature commercial chain in China, targeting the lower-tier market, simply put, it's a model of 🔴pre-installed ads + audience matching.
✈️ Traffic model of pre-installed screensaver ads
Most of these screensaver ads are pre-installed as functional modules in the system. In the market of low-cost, refurbished second-hand computers, pre-installed ads are a default industry practice.
For second-hand computers, the profit margin on hardware is extremely limited, and the difference in device price alone can hardly cover the costs of recycling, refurbishing, testing, and logistics. Under such circumstances, merchants turn their attention to the long-term monetization capabilities at the system level.
Pinduoduo, for instance, is most representative in matching up with second-hand users. The actual usage scenarios and final destinations of Pinduoduo's second-hand computers often include urban village rental houses, small studios, factory dormitories, and various freelancers and gig workers.
The common characteristic of these users is that the main users of second-hand computers are concentrated in fourth and fifth-tier towns and city outskirts, predominantly young males, distributed in various highly mobile living environments.
Their income structure is unstable, and they are highly sensitive to online entertainment expenses. Under such user profiles, 🔴slots and fishing mini-games are almost the "highest hit rate" content choices. For new users, slot machines and fishing games also have a very low entry threshold.
✈️ A traffic channel customized for special scenarios
From a traffic perspective, the appeal of pre-installed screensaver ads lies in their stable source of traffic, clear user profiles, and conversion paths that are in a gray area. For various cash-based mini-games, it can be considered a relatively "ideal" placement scenario.
Essentially, these screensaver ads can be understood as a type of PC-based information flow advertising. This targeted traffic naturally completes a user selection through the device source, price range, and usage scenarios, unlike other social media that rely on algorithms. In other words, this is a combination of user logic in the lower-tier market and offline PC channels.
This traffic path packages hardware and user behavior together, transforming the computer, originally just a tool, into a continuous output traffic entry. Second-hand computers just happen to carry the most real and stable batch of users in the lower-tier market, thus becoming the best carrier, and the two naturally integrate into it, completing a special user conversion.
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