Dive Brief: 

• Locket, a two-month-old Android app, pays users a penny for viewing an ad each time they unlock their phone. 
• In the app's short time on the market, it has gathered 150,000 users and lined up a dozen brand campaigns. 
• While some analysts wonder if a penny per ad, averaging about $5 per week, is enough incentive for continued growth, Locket reports a click-through rate of 4%—four times the industry average. 

Dive Insight: 

While analysts may be correct in their apprehension, the click-through rate is a positive sign for Locket in terms of growth. According to the startup's CEO, Yunha Kim, many users say they actually enjoy seeing a new rotation of ads every day and are not really into the app for the money. The gold that Locket seems to have struck is a balance of providing all parties—users, marketers and the startup itself—with value.