Netimperative - Mobile %u2018idle%u2019 screens become new ad channel: ""
Mobile technology firm Celltick has launched a platform designed to turn a phone’s idle screen into an interactive mobile marketing channel.
The LiveScreen Media tool is designed to provide advertisers with a new means of reaching mobile subscribers, as well as deliver a new revenue source to operators.
Using Celltick’s mobile broadcast technology, LiveScreen Media delivers ‘teaser’ messages directly onto the phone’s idle screen when it is not in use.
The teasers can take the form of sponsored content, brand campaigns or promotional messages.
For example, users can select to receive news headlines, traffic reports, games, sports updates or alerts about sales. When subscribers see anything that interests them, they can click once to access associated content or services.
Powered by Celltick’s mobile broadcast technology, LiveScreen Media can target individual customers in terms of time, location and frequency.
The tool also has a smart analysis and targeting engine which collects data on user behaviour and refines the relevancy of the content and promotions delivered to them.
Stephen Dunford, Celltick’s CEO, said: “With LiveScreen Media we will provide users with easy access to a world of high value, yet affordable mobile content and services. It will generate traffic for the rich, yet underused, operator content offerings.”