Australia's second largest mobile operator Optus has introduced a new ad-supported offer allowing customers to be allocated extra data or credit by agreeing to have marketing messages displayed on their device's lock screen.
The Singtel subsidiary has announced Optus Xtra, which gives prepaid customers the option to earn 1GB of bonus data on eligible monthly plans or $2 of extra credit on daily plans every 28 days.
Optus has developed the service in partnership with New Zealand based mobile advertising start-up Postr. The company has developed a technical platform for lock screen advertising and has similar operator partnerships in New Zealand and Southeast Asia.
As well as static ads, the platform can give customers the option of viewing a video version of the ad or visiting an advertiser's website. Users can nominate interests across eight categories - beauty, employment, fashion, government and politics, health, money, technology and travel.
Singtel's digital marketing subsidiary Amobee manages advertising for the service.
“Optus Xtra is a mobile advertising solution that puts mobile first and allows advertisers to reach audiences who have opted-in to see ads that are highly relevant to their interests and preferences,” Amobee managing director for Australia and New Zealand Liam Walsh said.
“The Optus Xtra lock screen format lets brand advertisers target highly engaged audiences, where they are guaranteed a full screen creative canvas and 100% viewability.”