Advertisers such as Procter & Gamble, Gatorade, Ford Motor Co. and Ace Hardware are running on-deck idle-screen advertising with carrier MetroPCS.

MetroPCS has launched MyExtras, a free informational service for MetroPCS customer that includes idle-screen advertising and discount offers from retailers, becoming the first carrier in the U.S. to launch idle-screen customer relationship management services for its subscribers. MetroPCS tapped Mobile Posse’s newly launched MobiCRM idle-screen platform for wireless carriers.