Optus has followed in the footsteps of Lebara Mobile by offering users free data in exchange for watching ads it claims are 100% viewable.

The new Optus Xtra service will give prepaid mobile customers of the telco the chance to earn either 1GB or $2 of credit per month on their plans by having ads displayed on their phone’s locked screen.

Telcos across the world have been rolling out similar services, with Australian start-up Unlockd leading the charge in several markets, including its deal with Lebara.

Optus’ product is being delivered through digital marketing business, Amobee, which is owned by parent company, Singtel, using technology from New Zealand firm, Postr.

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Megan Forster, director of product innovation, said: “Our prepaid customers have told us they want to boost their data but are also budget conscious. By giving customers the option to earn extra data through watching ads, Optus is enabling them to enjoy more of what they love, without spending an extra cent.”

The ads will be full-screen executions or pop-ups which can be pressed to play a video, with a press release saying they will be “served within a mobile phone’s most intimate environment”.

Liam Walsh, Australia and New Zealand managing director for Amobee, said: “Optus Xtra is a mobile advertising solution that puts mobile first and allows advertisers to reach audiences who have opted-in to see ads that are highly relevant to their interests and preferences.

“The Optus Xtra lock screen format lets brand advertisers target highly-engaged audiences, where they are guaranteed a full screen creative canvas and 100% viewability.”

The release explains how the process works:

Optus Xtra displays static ads on the locked screen of a customer’s mobile phone and users may be presented with an option to view a video version of the ad or visit the brand’s website. Customers can unlock their phone as usual when an ad is displayed on their phone screen. Users can customise the ads they receive by nominating their interests across eight categories – beauty, employment, fashion, government and politics, health, money, technology, and travel. The Optus Xtra app is free and can be downloaded from the Google Play store.

The app currently only works for Android phones.