After extensive testing, Telefonica has announced the launch of an idle screen mobile advertising service. Tested over 6 months with 5,000 customers, the service will be powered by Celltick, using it’s LiveScreen Media platform. This form of advertising takes advantage of mobile devices when they’re not in use. Instead of just having a blank screen, “idle screen” uses the display space to show advertising. Cellticks LiveScreen Media platform allows pretty much any media content to be displayed on an idle screen, including news, entertainment and advertising. And since all of this content is being broadcast on a touchscreen (for the most part) it can be interacted with.