Telefonica trialing “idle screen” ads

Movistar Argentina has recently launched an “idle screen” marketing service, operated by Celltick’s LiveScreen Media platform, which broadcasts news and information teasers as well as advertising messages directly to the mobile phone’s idle-screens.

Telefonica (NYSE: TEF)’s Argentinean arm tested the service as part of a six-month trial which included around 5,000 customers in Mar del Plata. Results show impressive consumer uptake with 82% of users engaged with the new communication channel on the idle screen.

Commenting on the new service launch, Movistar Argentina’s Marcelo Mitroga said: “The platform provides a great opportunity for advertisers as it allows segmentation based on age, sex, area of residence and content of interest combined with the interactivity feature which is unavailable in traditional media.”

You can get more information about Celltick’s offering from their website.

[Via: CellularNews]