For those of you who couldn't attend OMMA Mobile today, you missed a great show. Crisp hosted a special breakfast workshop for brand advertisers entitled: Mobile Rich Media Advertising: Buying, Creating, & Measuring Campaigns. We've included the slides below. Questions? Want to learn more? Contact Crisp Sales at firstname.lastname@example.org.
With new exhibits on display at the American Museum of Natural History, they teamed up with Wit Media and Crisp Wireless to create an array of engaging mobile ads. Targeting mobile users in NYC, the American Museum of Natural History leveraged Crisp's new Adhesion fixed ad placement technology and six different mobile ad executions to create a dynamic, integrated campaign.
The campaign included a blend of auto-expanded ads that closed after three seconds, expandable banners, and two tap-to-video banners, with a mix of creative executions, to promote the popular "Journey to the Stars" show and "Lizards & Snakes Alive!" exhibit. The expandable and click-to-video executions utilized Crisp's exclusive Adhesion ad placement, which remains at the bottom of the screen as the user scrolls through the site. These ads were displayed on AccuWeather.com's mobile site.
The campaign is running April through June 2010 and is measuring consumer engagement with the various ad formats including banner and expansion panel interaction rates and video plays.
Microsoft, Adobe, Apple and many other leading Internet enablers are now all involved in an active debate on how to move forward with content authoring in the multi-platform world. The launch of the tablet device has prompted an escalating discussion on the merits of technologies like Adobe Flash versus Object C and HTML5. It has taken ridiculous proportions. While it didn’t bother anyone initially that smart phones often don’t support Flash, with the launch of the Apple iPad, many were starting to question why. I wrote a blog post on the lack of Flash on the iPhone about a year ago but Steve Job’s comments recently have really exposed the issue in a different light.
A lot has been said about iPad and iAd already. I don't know if I can add a unique or interesting perspective. However, I do know that I can authoritatively comment on how Crisp is supporting iPad and how our rich media advertising solutions benefit from iAd.
With the launch of iPad and iAd, Apple has provided another validation point that the dominance of direct response advertising in mobile is coming to an end and the era of brand advertising is upon us. Brand advertising works when playing to emotions and Apple devices are enabling advertising with emotion. iPad, iPhone, Android, and other HTML5-based devices can deliver engaging, interactive, and plainly gorgeous ads that integrate high-quality images, hi-fi audio, HD video, and location to boot. Brand advertising on mobile has indeed arrived.
The shift to brand advertising is an area that Crisp Wireless has been focused on for the last two years. We created the Crisp rich media ad platform, launched our Adhesion fixed placement for the mobile web, and built an advertising sales force to support the direct sales efforts of our publishers. We have executed rich media campaigns with Skittles, Intel, Paramount Pictures, Estee Lauder, Lexus, Infiniti and many others. Without exception, all are major brand advertisers.
With respect to iPad, I want to state in no uncertain terms that the Crisp Rich Media Ad Framework supports iPad. Our platform enables agency developers to develop HTML5 ads that can run on iPad today. These ads push the envelope of mobile advertising, take full advantage of the iPad's larger canvass, and are limited only by the author's imagination. These ads run in application and on standard web sites, providing a compelling alternative to Flash ads, which are not supported on iPad. To date, we have extended our Adhesion placement technology to iPad and can convert existing IAB Flash ads into HTML5 ads that can run on iPad. We will also continue to deliver new and innovative iPad-optimized ad templates.
iAd won't be available for a few months so I have to resort to speculating. Apple has addressed the needs of its key constituency, the thousands of app developers. This is a long-tail play. Apple has neither addressed the needs of premium publishers, nor has it prevented third parties from providing advertising solutions for premium publishers. To add, iAd is all about apps, not mobile web, which will support open standards even on iPhone and iPad.
The Crisp Rich Media Ad Framework will continue to stay ahead of the market for rich media advertising on mobile web. Interestingly, what Steve Jobs demonstrated last week in his demo--a Toy Story 3 ad with options to watch clips and play games--Crisp has already delivered on the mobile web.
In other words, I expect the Crisp Rich Media Ad Framework will be used by agencies to build rich media ads that work on mobile web, which what is possible today, and in iPhone/iPad apps after iAd becomes available.
In short, iPad and iAd will be a boon for mobile rich media brand advertising. Brand advertisers will finally start spending meaningful budgets on mobile. And Crisp is ready to help both publishers and agencies to execute on engaging rich media campaigns across mobile web and in app.
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