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Phone Lock-Screen App Offers Prime Opportunity for Branding March 28, 2012

Your phone’s lock-screen may become a billboard in your pocket.

Conduit, a company offering web and mobile services, is aiming to make some cash for companies by using your phone’s lock-screen as a host for branded content. Conduit created a mobile lock screen that can work on other applications. It’s called the QuickLaunch. Think about how often the average person accesses his smartphone lock-screen or even glances at it– Conduit sees this as a prime and untapped market for branding.

The app offers some cool features that might make a branded lockscreen worth it for smartphone users. For instance, the app lets users jumps straight into calls, emails or your phone’s camera from the screen by tapping certain areas. A blank space in the middle of the screen is where the widgets or brands will be displayed. Conduit says these won’t be flash ads or banner ads, just content that’s sponsored by a company. The company also says it’s only interested in working with content providers, like weather apps, sports apps and news apps.

Conduit said companies interested in branding will have to offer a useful feature for consumers in order to continue to make the app appealing to users. “The brand gets much higher exposure, which drives more traffic to their app or Web site,” Ori Lavie, vice president of Conduit’s mobile strategy, told CNET.

The QuickLaunch feature will be available on newer Android phones in the coming weeks.

Advertisers have long tried to weave branding into the mobile space. In fact, 2012 was predicted to be a big year for mobile advertising, as location-based apps and tools are continuing to grow, opening the door for location-based ads. Advertisers can also make mobile ads more stunning than ever due to advances in screen clarity.

About a month ago, talk that mobile ads are a bit creepy rose after Google was discovered bypassing privacy settings to deliver ads. But, considering the success that mobile ad campaigns have had in driving purchases, the space is likely to continue flourishing.

What do you think about having branded content on your phone’s lock-screen? Do the features it offers make it appealing? Sound off in the comments.

by Kate Freeman

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1800s

SIGNAL LAMP INVENTED

1838

ELECTRICAL TELEGRAPH INVENTED

1911

IBM IS FOUNDED

1927

WORLD'S FIRST TV

2400 BC

EARLIEST DOCUMENTED MAIL SERVICE

1965

FIRST WIDE AREA NETWORK

1983

FIRST COMMERCIAL MOBILE PHONE SOLD

1990s

2G DIGITAL NETWORKS EMERGE

1998

FIRST DOWNLOADABLE MOBILE RINGTONE

1998

FIRST ONLINE BLOGGING COMMUNITY

2011

CONDUIT ACQUIRES WIBIYA

2.1

BILLION INTERNET USERS TODAY

2008

MOBILE WEB GOES MAINSTREAM

1895

FIRST RADIO SIGNAL

1.08

BILLION SMARTPHONES
IN USE

158

NEW CONDUIT EMPLOYEES IN 2013

1973

FIRST ANALOG MOBILE PHONE

69,800

COFFEE CAPSULES CONSUMED AT CONDUIT IN 2013

400 BC

FIRST PIGEON POST

55

BIRTHS AT CONDUIT IN 2013

1990

FIRST INTERNET BROWSER

55,757

SQ FT OF CONDUIT OFFICE SPACE
IN 2013

1997

BIRTH OF SOCIAL NETWORKING

12

CONDUIT WEDDINGS IN 2013

2005

CONDUIT PRESENTS ITS POWERFUL CLOUD-BASED PLATFORM

250

MILLION CONDUIT USERS

260,000

CONDUIT PUBLISHERS

1876

FIRST TELEPHONE

2009

1st CONDUIT PATENT REGISTERED