After a trial involving 5,000 users, regional wireless carrier Revol has decided to go forward with a full launch of a mobile advertising service that the company said has achieved engagement rates of close to 50%, RCR Wireless News reports.

The Revol Perks service "makes use of idle-screen advertising, in which ads are served up on the phone's idle screen when the device is not in use. However, ads aren't the only content--weather information, sports scores or information on local events also are provided," the article said.

To encourage use of the service, Revol will offer $20 to $60 discounts on the cost of a phone as an incentive. There's no word yet on how customers will be able to sign up, or what parts of the country the service will be offered.

Revol rolls out idle-screen ads [RCR Wireless News]