Optus is offering users free data in exchange for watching adverts on their phone’s locked screen. The Optus Xtra service will give customers the option of either 1GB or $2 of credit per month on their plans.
Optus Xtra displays static ads on the locked screen of a customer’s mobile phone and users may be presented with an option to view a video version of the ad or visit the brand’s website. Customers can unlock their phone as usual when an ad is displayed on their phone screen.
Users can customise the ads they receive by nominating their interests across eight categories – beauty, employment, fashion, government and politics, health, money, technology, and travel.
Megan Forster, director of product innovation and value added products at Optus said in a release, “Our prepaid customers have told us they want to boost their data, but are also budget conscious. By giving customers the option to earn extra data through watching ads, Optus is enabling them to enjoy more of what they love, without spending an extra cent.”
Advertising opportunities on Optus Xtra are managed exclusively by Amobee and will give brand advertisers the opportunity to leverage full screen creative executions served within a mobile phone’s most intimate environment.
Liam Walsh, Australia and New Zealand managing director for Amobee said, “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.
“The Optus Xtra lock screen format lets brand advertisers target highly engaged audiences, where they are guaranteed a full screen creative canvas and 100 per cent viewability,” Mr Walsh said.
Optus Xtra is powered by Postr, a New Zealand based ad-tech company that has developed a market-leading technical platform for lock screen advertising under a partnership model with mobile network operators in NZ and South-East Asia, and now Australia.
Milan Reinartz, CEO and founder said, “We’re delighted to be able to partner with Optus in the Australian market. Their understanding of their users’ behaviour and their nimble-but-thorough approach to design and testing has resulted in an end product that we are all excited to be able to offer to users and advertisers in Australia.