Telefonica Testing "Idle Screen" Mobile Advertising

Telefonica's Argentinean mobile network has announced the launch of an "idle screen" marketing service which is operated by Celltick's LiveScreen Media platform. LiveScreen Media broadcasts news and information teasers as well as advertising messages, directly to the mobile phone's idle-screens, creating a network of personal billboards. Revenue from the service is generated from content downloads, subscription services and advertising fees.

Movistar tested the service as part of a six-month trial in Mar del Plata, Argentina, involving around 5,000 customers. Results show impressive consumer uptake with 82% of users engaged with the new communication channel on the idle screen.

According to Marcelo Mitroga, Content and Mobile Marketing Manager from Movistar Argentina: "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."

Stephen Dunford, CEO of Celltick said: "We have always believed that effective mobile marketing begins on the idle screen. We are very pleased that Telefonica have recognized the opportunity and chosen Celltick to be the platform of choice."

Founded in 2000 and privately owned, Celltick is headquartered in the UK with offices in Russia, Singapore, India, Thailand, Brazil and Israel.

Posted to the site on 26th May 2009