Smartphone Lockscreen Marketing Is the Next Frontier
Mobile marketing just got foolproof. Zero percent of smartphone lockscreen marketing gets accidental ad clicks, says a study from a lockscreen ad platform provider.
“The State of Lockscreen Advertising: Engagement, Revenue and Apprehension in a New Era of Mobile Advertising,” announced on Thursday by Buzzvil, says: “The average CTR on lockscreen campaigns is 0.28 percent compared to .04 percent of traditional ads.”
With today’s wide release of iOS 12 and Leanplum’s take that the operating system will mean Apple device users will permanently approve ad permissions for their brands, lockscreen nofitications are even more relevant.
“This is a pivotal time for mobile advertising, and what is possible with lockscreen advertising solutions,” said Robert Seo, CEO, Buzzvil U.S., in the research announcement. “The record-high spending on mobile advertising we’re seeing doesn’t always deliver a corresponding increase in engagement, except for lockscreen campaigns’ delivery of unprecedented levels of consumer interaction.”
Buzzvil’s 17 million clients had 5.4 billion monthly consumer impressions and the research revealed the trends that smartphone lockscreen marketing offers seven times higher CTR than mobile banner ads — with those ads’ most popular lockscreen incentives in.cluding cash, gift cards or donations to charity.
“Publishers are discovering that when they ask consumers if they want a lockscreen program, either to receive loyalty incentives or for ads that speak to consumers’ brand affinity, consumers are overwhelmingly giving them the chance to be the first impression of every mobile interaction,” Seo said.
Impressions, brand awareness and ROI already result from smartphone lockscreen marketing, Buzzvil found.
Buzzvil says of the return on smartphone lockscreen marketing, the following case studies apply:
- OK Cashbag, a loyalty program lockscreen app that has 600,000 daily active users contributing to $1.2 million in monthly revenue
- An NBC lockscreen campaign that supported a premiere of "Chicago Justice" that made 11 million impressions for a 91 percent lift in awareness among fans
- A British Airways lockscreen campaign that drove 17 percent growth in brand awareness in less than two months
What do you think, marketers?
Please respond in the comments section below.