Now brands can truly own your mobile device. Locket, a new Android app, displays ads on a phone’s lock screen and pays users one cent every time they unlock their device. The app has already attracted 150,000 users and signed on major advertisers including Orbitz, Amazon, Spotify, and SunnyD. These high-definition, fullscreen ads go far beyond run-of-the-mill mobile ads and pop ups ads.
Why I’m Curious: As more brands realize that people are media, there will be more platforms and pathways for tapping into that even further. Clearly this app provides a highly targeted way to speak to consumers – brands can target not just by demo and age but by location, time of day and type of device. Time will tell whether consumers are interested more in the money or if brands find a way to delight consumers with each swipe.