BABA(US:BABA) 第一财经·2025-11-09 14:19Core Viewpoint - The article discusses the increasing prevalence of "jumping ads" during the Double 11 shopping festival, highlighting user complaints and regulatory responses to the issue [3][4][6]. Group 1: User Experience and Complaints - Users report a growing frustration with "jumping ads," which lead to accidental clicks and disruptions in their browsing experience across various platforms, including Weibo, Zhihu, and Douban [4][6]. - Many users have expressed their dissatisfaction on platforms like Douban, with nearly a hundred posts discussing the excessive number of ads and the sensitivity of ad triggers [4][6]. Group 2: Regulatory and Industry Response - The Hangzhou Yuhang District Market Supervision Administration has confirmed receipt of complaints regarding the rampant ad issues during Double 11 and has initiated an investigation [3]. - In response to the ad jumping problem, a set of guidelines was established in 2022 to protect user rights, but the lack of punitive measures has allowed the issue to persist [3][6]. Group 3: Advertising Revenue Trends - E-commerce platforms are experiencing a surge in marketing demands, with Weibo reporting a 2% year-on-year increase in advertising and marketing revenue to $3.8 billion, while Alibaba's advertising revenue grew by 10% to $357 million [6]. - The article notes that as low-price competition wanes, e-commerce platforms are under pressure to find new ways to engage consumers during promotional events like Double 11 [6]. Group 4: Future Considerations - The article emphasizes the need for e-commerce platforms to balance their advertising strategies with user experience, especially in light of regulatory scrutiny [6]. - Analysts suggest that while aggressive advertising can capture consumer attention, it cannot replace genuine consumer loyalty, indicating a need for ethical advertising practices [6].