Nightlife mobile application Discotech and mobile game Golf Mobile by World Golf Tournament Media have reached out to smartphone users through lock screen mobile ads centered on timely events, prompting users to return back to these apps for offers and rewards. 

By centering on the US Open golf tournament and exclusive nightclubs, consumers were drawn to the ads delivered by Golf Mobile and Discotech due to the relativeness between the app and user. The ads, delivered to a lock home screen, enable a swiping option, preventing accidental click-throughs and ensure intended connections.

"Just as the mobile marketing and advertising is expected to surpass more traditional channels, we at Fronto are taking an early leadership role in delivering ads to the locked screen,? said Luke Ahn, CEO of Fronto, San Francisco. 

Unlocking a response
Marketing agency Fronto uses its skill set to develop lock screen ads for a number of mobile apps, including Discotech and Golf Mobile. 

Discotech, a search app for nightclubs and bars in Los Angeles and Las Vegas, used Fronto to deliver an ad alerting users on ticket deals and reservation offers at popular nightclub venues, particularly ones that are hard to gain access to. 

Golf Mobile, a golf gaming app, utilized Fronto?s specialties for an ad campaign, which delivered higher conversion rates than prior campaigns, during the US Open golf tournament. Users who received the ad swiped left if they were interested and wanted to sign up for the promotion, and those not interested swiped right. The layout of this design caused fewer accidental click-throughs, according to Fronto. 

Fronto?s rewards app is available for free on Android.

The lock screen advantage
In 2013, brands such as Sears, Bombfell and Domino?s leveraged the Android lock screen to deliver full-screen ads via the Locket mobile application.

Locket launched in beta test mode on Google Play and saw 35,000 downloads in its first four days. Users saw ads when they first woke up on their phone and had the option to engage or ignore the ad (see story).

Also, Hershey?s Scharffen Berger experimented with home screen advertising to drive consumers to a wine and chocolate tasting in 2013.

The premium chocolate brand ran a series of ads within the Locket mobile application that showed up on a consumer?s locked home screen. In addition to the mobile ad promoting an event at a winery in California, Scharffen Berger ran another similar campaign for the holidays (see story).

Lock screen ads have been put away for a while, but prior mentioned examples show they are being revamped, and if they are applied correctly and involve relative and timely information and offers, they can lend success for marketers.

?This is prime real estate for advertisers because consumers are paid rewards for looking at personalized offers," Mr. Ahn said.

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York