Adenda does not collect any user data without the app developer’s approval, but advertisers could target ads or messages to users through the SDK, according to Doumet. The company is also developing a demand-side solution to let advertisers bid on inventory based on location, time of day and other criteria.
Adenda competes with other startups that deliver news and branded content on the lock screen, such as Locket, Celltick and HomeBase. Facebook and Twitter are also eyeing the lock screen. Facebook’s Home displays notifications on an Android lock screen and Twitter acquired the lock screen startup Cover in April. Cover learns when and where people use different apps and displays them on the lock screen for easier access.
Monetizing the lock screen through ads continues to be a challenge, though. Locket, for example, paid users to receive ads on their lock screen, but eventually shuttered that service since it was unable to “generate enough advertising revenue fast enough to cover our user payout.”
Brands should tread carefully before filling a user’s lock screen with notifications and ads, pointed out Matt Restivo, head of digital product at the National Hockey League, in a recent presentation at the Mobile Marketing Association’s New York Forum.
“The lock screen is the new news feed,” Restiv0 said. “But we have a responsibility not to overwhelm consumers with push notifications.”