It’s the pair of shoes that follow you online after browsing for rain boots; a coupon that pops up for your favorite coffee shop; or a post on Instagram for Grubhub.
These ‘random’ promotions have a name: Targeted Ads. They have melded into our daily lives like white noise, and what once was an innovative way to advertise, quickly turned into the norm. We may think we’ve learned to ignore them or turn them off, but now the ads have found a new way to burst forth from the background.
The latest way brands are vying to grab your attention comes in the form of an Australian startup called Unlockd. This is how it works: First, the user chooses to enroll in the service with the option to opt out at anytime. Second, Unlockd places advertisements on locked Android screens. After a person unlocks their phone by entering their password 3 times, an ad pop-ups on their locked screen. The ads allow users to either dislike or interact with it, by saying, visit a website to retrieve a coupon. Some of the most well-known brands featured on this service include Starbucks, Hulu, Levi’s, and Lyft.
But WHY? Why would anyone want to enroll in something as invasive as ads on your locked cell phone screen?
But WHY? Why would anyone want to enroll in something as invasive as ads on your locked cell phone screen? The answer is the goodies and freebies that come along with it. In exchange for allowing the pop-up ads, users can save $5 a month on their phone bill and get exclusive offers including discounts and coupons from brands. (ADWEEK).
Since the average person unlocks their phone 150 times a day and millennials unlock it around 200 times, Unlockd and services like it have the capacity to reach untold numbers of mobile users. We’re always open for a discount at Starbucks, but are the ads worth the money we’d save? Would you use Unlockd? Sound off below.