Celltick, the company that takes advantage of the mobile “Idle Mode” will soon open the gate to all advertisers.
Celltick’s platform Livescreen displays ads on the mobile screen while the device is not used by the user, once he takes a look at the screen and sees the ad he can choose whereas to interact with the ad or not.
According to the company, the ads overall do not interfere the users and “more than 80% of all users keep LiveScreen Media on, while 35% use it regularly, averaging 8-10 clicks per month”.
Until today Celltick has disclosed agreements with marketing agencies, but soon anyone would be able to run an ad campaign using their technology.
The Livescreen platform can segment the users by location, behavior and demographics, Moreover advertisers can also schedule when the ad will be displayed thanks to the nature of the client that comes pre-loaded on a SIM card or a handset.
There are many issues with “automatic” display of ads. Although it is not as intrusive as telemarketing campaigns, it is still “taking control” over your mobile screen. Users behavior and even regulation direct to opt-in advertisement only when the user asks to be subscribed to a certain service and the only way to get users do it and actually react to the ads is by providing a strong incentive. Another aspect that should be considered is the difficulty in providing real accurate information about the users besides their location and their past interaction with the system (if any). If the user did not provide personal details in a process that verified the details (age, gender, income, preferences etc) the speculated data is usually not accurate.
We think that providing another platform for advertisers to launch their mobile campaigns on is a good move. Celltick actually offers advertisers a technological solution and an audience which is a great offer for advertisers. Still, Celltick will need to increase the distribution of the platform to appeal more advertisers.
The ad network will be available at www.livescreen.com
