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Idle Screen Marketing: 82% User Engagement

Telefonica Mobile Group has announced the launch of a new mobile marketing service built around the LiveScreen Media idle screen advertising platform from Celltick.

Telefonica’s Argentine subsidiary Movistar has been trialing the service in the city of Mar del Plata with about 5,000 users. Initial results are very impressive, with 82% of the users engaging with the new marketing service.

The LiveScreen platform is used to broadcast various content – including news, sports, business, entertainment and lifestyle directly to the idle-screen of a consumers handset. In essence, this provides an interactive media channel to the consumer. Users can be segmented and targeted according on location, handset type and areas of interest based on response to idle screen messages.

The channel also includes advertising messages, and the service generates revenue from advertising fees as well as content downloads and even subscriptions.


Marcelo Mitroga, Content and Mobile Marketing Manager from Movistar Argentina 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.”

Also of interest:

• Idle Screen Advertising Network Goes Global

• Celltick Secures Funding to Offer Managed Service

• 5 Predictions For Mobile Advertising

• Understanding The Mobile Consumer: Orange Mobile Media Research

Read the full press release.

09.06.2009    Tags: , ,
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