A novel mobile advertising approach is gaining traction with both marketers and users through Slidejoy, an Android application that displays ads on smartphone lock screens while compensating consumers for their engagement. The three-week-old startup has already attracted 12,000 downloads and partnerships with major brands.
How Slidejoy’s Model Works
Users register through Facebook or email to activate the service, which then displays advertisements each time they check their phones. The innovative swipe mechanism allows users to either:
- Slide right to bypass the ad and access their home screen
- Slide left to engage with promotional content
“Users receive daily payments regardless of their interaction choice,” explained CEO Robert Seo. Compensation currently ranges between $2-$10 monthly per user, payable via PayPal, charitable donations, or gift cards.
Riding the Mobile Advertising Wave
Slidejoy enters a rapidly expanding market, with Gartner predicting 37% growth in mobile ad spending. The platform’s launch follows BBC World News research indicating mobile ads demonstrate:
- 2x effectiveness versus desktop ads among general populations
- 4x effectiveness when targeting affluent consumers
Early adopters include retail giants Macy’s and J Crew, along with Groupon and Toms, participating either directly or through mobile advertising networks.
Competitive Advantages Over Traditional Models
While acknowledging Facebook’s dominance in mobile advertising, Seo highlights key differentiators:
- Higher user acceptance with positive reviews requesting more ads
- Non-intrusive placement that doesn’t disrupt the user experience
- Growing data science capabilities to improve targeting
“Our users describe Slidejoy as ‘less intrusive than your stepmother,'” Seo noted, emphasizing the importance of subtlety in modern advertising approaches.
Addressing the Affluent Consumer Question
When challenged about the appeal to wealthier smartphone users, Seo pointed to Amazon’s successful ad-supported Kindle model: “Even consumers who frequent five-star hotels appreciate value-added opportunities.”
The company plans to increase user payouts as more advertisers join the platform, with sophisticated data analytics enabling better campaign targeting over time.
As mobile advertising continues evolving, Slidejoy represents one of several innovative approaches—joining platforms like Shazam—that seek to create mutually beneficial relationships between brands and consumers.
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