MyScreen lands huge operator deal for mobile idle-screen advertising

Mobile advertiser MyScreen has announced a deal with mobile operator America Movil. Not only is this the largest operator in Latin America, but it’s the fourth largest operator in terms of subscribers worldwide. What kind of advertising will this provide for consumers?

Idle-screen ads:

MyScreen specialises in a kind of mobile advertising called “idle-screen”. It’s an approach that takes some of the best aspects of advertising on a mobile, and delivers it in a fairly non-intrusive way.

First of all, MyScreen is completely opt-in. Unless you agree to be served ads by them, you won’t get any. And if you do opt-in you will be rewarded for your time. Special offers, lowered prices and discounts will be offered to people who agree to view MyScreen ads. So how do the ads work?

They are only displayed on the screen after you finish a phone call. Every time you hang up, MyScreen kicks in and a full screen advertisement is displayed on your phone. It’s a full color ad that takes up the entirety of your mobile screen with a single ad. No shared branding here. The ads can also provide click-to-action, so subscribers can start a call or connect to a mobile site through the ad.

What’s the America Movil deal?

It would seem that the operator is going for the whole package. The full idle-screen service with rewards will be launched across Latin America and the Carribbean before the end of the year. Just in time for Christmas marketing.

Marco Quatorze, director of value-added services for America Movil: “Mobile advertising has tremendous potential, as the penetration and individuality of the cellular phone allows us to reach a significant and highly segmented public. MyScreen’s solution joins other mobile advertising solutions already offered by America Movil.This launch reflects our commitment to stay in the forefront of the mobile communications industry, offering our subscribers and shareholders greater value.”

Maurizio Angelone, chief executive officer of MyScreen: “MyScreen is a new mobile advertising channel that offers great potential and will help ensure America Movil’s leadership and recognition in this market. We are proud of our partnership and focused on our collaboration with America Movil to help maximize its mobile advertising business.”

What we think?

It’s nice that so many operators now know that subscribers hate non-optional advertising. It’s gone ways past the “figuring out” stage. It’s now commonly accepted that if you throw ads at people, they’ll reward you by shutting you out. For mobile advertising to succeed, it has to reach an equilibrium with it’s audience - and opt-in, reward-based advertising is looking like a great way to do that.