The Telefonica mobile operators group has launched an innovative idle screen marketing solution powered by Celltick’s LiveScreen Media platform. The service was tested by Movistar, the Mobile Phone Company from the Telefonica Group.
LiveScreen Media broadcasts news, sports, business, entertainment and lifestyle teasers and advertising messages. Since the broadcast is made directly to the mobile idle-screens, a synchronized, interactive network of personal billboards is created.
The service generates revenue from content downloads, subscription services and advertising fees. The solution addresses the key challenges of the mobile marketing ecosystem by cost-effectively monetizing the idle screen via streamlined distribution of personalized teasers.
The innovative mobile marketing platform was tested as part of a six-month trial in Mar del Plata, Argentina which involved around 5,000 customers. The results indicate high consumer uptake with almost 82 percent of users engaged with the new communication channel on the idle screen.
The LiveScreen Media platform is able to segment users based on location, handset type and areas of interest which are generated from tracking user response to idle screen messages. Advertisers are provided with an excellent opportunity since the platform provides segmentation based on age, sex, area of residence and content of interest along with the interactivity feature, says Marcelo Mitroga, Content and Mobile Marketing Manager from Movistar Argentina. The segmentation feature was earlier unavailable in traditional media.
According to Stephen Dunford, CEO of Celltick, the company believes that effective mobile marketing begins on the idle screen. The flagship product of Celltick, LiveScreen Media, allows content providers and advertisers to broadcast targeted content and marketing messages to mobile idle screens. This turns the screens into a network of interactive billboards, which in turn creates a strong revenue stream for operators.
Live Screen Media raises monthly ARPU from value-added services (VAS) by up to 30 percent and drives usage of data services by 20 percent. It also helps to build customer loyalty and reduces churn via personalized teasers.
The Live Screen Media platform facilitates low-cost message delivery by utilizing the non-commercial, cell broadcast channel and also creates a unique communications channel for in-house promotions and information updates.