Dive Brief:
- Some users are being served ads on the lock screen of Windows 10.
- Even though the ads are easily disabled, critics claim the move from Microsoft is an example of tone-deaf marketing and advertising that takes away from the user experience.
- Microsoft did warn users about using the lock screen for personalized suggestions, and the ads are most likely just promoting the Windows Store, but hitting up users within the operating system is a step away from where some in the marketing industry want to go.
Dive Insight:
Although the issue has been around since last summer, a new Tomb Raider promotion has brought it back to the forefront.
For its part, Microsoft addressed concerns last October with The Inquirer, stating, “We will continue to offer Windows Ads in Apps on Windows 10. Beyond that, we do not currently have plans for advertising in Windows 10 … Lock and Start content is programmed by Microsoft to help customers learn and discover new features and apps to enhance their Windows 10 experience; app publishers are not paying to be featured.”
Considering that the online advertising industry has been touting providing a better user experience, Microsoft’s actions don’t seem to be well thought out on how the ads – whatever Microsoft wants to call them, they are ads – will reflect on Microsoft and the advertised brands.
Last October, Scott Cunningham, senior VP-technology and ad operations at the Interactive Advertising Bureau said, "As technologist, tasked with delivering content and services to users, we lost track of the user experience." Perhaps Microsoft didn’t get that message.