Marketers have been quick to realize over the past few years that the best advertising real estate is right there in the hands of consumers, referring to smartphones and the online lives that users live on them—work, entertainment, news, entertainment, and of course, retail therapy for indulgences as well as necessities. However, while this whole engagement requires your active participation as a user, brands have held onto the fact that even when not in use, the value of the phone screen as advertising space remains undiminished. That’s why several platforms are helping brands turn the lock screen into a stream of personalized content and tailored ads,
Arun Panda, Vice President – Digital, Carat India notes that the average smartphone user unlocks their phone 150 times a day. “I can’t think of any other medium that comes close to the daily OTS 150. Plus, it delivers great engagement and is based on user interest,” he says, adding that brands and advertisers can leverage this across users who shop. – from brand discovery to increased consideration depending on the product/service category.
Amit Sharma, founder and CEO of the video advertising platform., agrees that lock screen ads have become a sweet spot for brands to achieve higher visibility. They are viewed at least hundreds of times a day and easily set up for high impact, high interaction ad placement if done the right way. Smartphone lock screens serve several purposes: awareness;
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However, as with anything, there can be too much of something, and the advertising space in particular needs to navigate this new path with a light hand.
Sharma says lock screens have always been a private space for users to put their personal pictures or whatever they wanted, meaning that too much targeting and ad saturation can damage people’s trust in brands. “This space should be used with a view to attracting customers and ensuring that they are not bored or overwhelmed brands can provide an integrated experience. Therefore, they need to smartly incorporate ads in line with what consumers actually expect or want to see, instead of using forced promotions that can push customers away,” he notes.
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