Manhattan-based mobile advertising startup Locket is adding a new twist to its user engagement strategy: asking mobile viewers to vote on the ads they see.
Mobile advertising — a new approach to targeting
People with media jobs in mobile advertising agencies might be a little baffled by this, but when you know how Locket works it all begins to make sense. Essentially, Locket pays Android users whenever they engage with ads which the company delivers to their lock screens through its app. No user will make a fortune, of course – they get 1 cent every time they swipe left to watch a movie trailer or pounce on an advertised deal – but according to the startup’s CEO and co-founder, Yunha Kim, after a few weeks or months there’ll be enough to make a donation to charity, slap onto a gift card or simply cash out.
The company specifically delivers ads to the lock screen – described by Kim as “a sacred, personal space” – and makes a point of only selecting high quality ads that users have asked for. In effect, users are incentivized to engage with mobile advertising campaigns by being offered only what they’re interested in and getting a small cash reward every time they act on an ad (they can also simply choose to swipe right and return to using their phone).
MyAds – the page where users vote on the ads they see
To enhance the engagement experience further, the company has just launched a “MyAds” page upon which users can add the brand names whose ads they’d be interested in following. And they can also vote on ads other users have submitted. So far, the brands which have topped the popularity tree are Samsung, Sony and Google, which have accrued over 1,000 votes.
But Kim is clear that an early lead doesn’t translate instantly into users getting ads for Samsung, Sony and Google. She said, “We have to do a good job with that. If someone says, “Hey, I want to see Samsung ads,’ I can’t just call them and have them advertise. There’s a sales cycle.”
The locket app has been downloaded close to 90,000 times since the launch in July and, according to Kim, there are now 80,000 active locket users.
Mobile advertising just got a little smarter.