Ads displayed on idle screens could be the next breakthrough in mobile advertising. In a recent trial at Revol Wireless nearly half of all participants chose to receive mobile ads.

US-based Revol Wireless recently invited a group of subscribers to participate in a trial perks program. Revol Perks offers phone rebates of up to USD 60 to users who are willing to receive mobile advertisements on their idle screen.

According to a press release from Mobile Posse – the advertising company behind the campaign – 5000 users participated in the advertising trial, which had a total engagement rate of more than 40 percent.

After opting in to the program, users download special client software after which they could begin receiving advertisements from companies such as Panera Bread, Pizza Hut, Chili’s Restaurants, CBS, and Chevrolet.

Jon Jackson, CEO of Mobile Posse, says in the press release that users want offers that match their interests and lifestyle, as well as an easy way to receive and redeem discounts.

In addition to ads, Revol Perks’ users receive weather information, sports scores and other local information.

According to MocoNews.net, about 15 percent of the participants clicked on ads when they were displayed on the screen, while another 30 percent chose to access an ad later. The service, which was originally offered on a trial basis, has now been rolled out commercially to all of Revol’s subscribers.

Ericsson supports a variety of advertising capabilities through its On Device Portal (ODP) solution. This solution supports idle screen services as well as other phone-based applications which can be embedded or downloaded and continually update information for the consumer.

Citing market-research firm eMarketer, the AFP reports that USD 16 billion will be spent on mobile advertising in 2011, a ten-fold increase over what is currently being spent on the medium.

By David Francisco