Idle Mobile Screens To Become Marketing Platform

Celltick is to launch the world’s first idle-screen mobile marketing platform, LiveScreen Media, which will enable brands and operators to reach millions of mobile users simultaneously.

LiveScreen Media delivers teaser messages directly onto the phone’s idle screen when the handset is not in use, and these ads 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 a subscriber sees something that interests them, all they have to do is click once to access associated content or services.

LiveScreen Media can control not only who receives the messages, but also when, where and how regularly and the service 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, chief executive officer, Celltick, 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. At the same time it will provide advertisers and brands with a new medium to reach carefully defined audience segments and help funding the development of increasingly innovative content.”

Harry Hobson, Fathom Partners, added: “The potential of mobile as a marketing channel is widely recognised. The key to realising that potential lies in marrying the needs of operators and marketers with delivering a tangible benefit to the consumer in terms of high value and non-intrusive content. That’s where a technology like mobile broadcast comes into its own, making full use of the screen during a subscriber’s idle time.”

Celltick: www.celltick.com