Crisp Voices Blog

Metrics Matter: Brand Advertisers Need to Go Beyond the Click

7 Jun 2010 -

 Mobile advertising is highly effective, but measuring that effectiveness has been far too difficult.  The reasons are well documented: multiple devices, online reports don’t translate to mobile, what you can measure technically varies from online given different forms of interaction (e.g. no mouseover), lack of standard definitions, etc.

In Phase 1 of Mobile Advertising (pre-2010), this lack of post-click analytics was fine; ringtone and other direct response advertisers simply wanted to sell product and could care less about engaging the user.  But brand advertisers demand more – they want to know detailed information about how their campaigns perform well after the click (or tap).

It was good to see Kathryn Koegel call out Steve Jobs in Ad Age for talking about CTR (click-thru rate) as the way to measure iAd effectiveness.  As she points out, "just admit it's a DR (direct response) business based on gaming and not some kind of brand engagement play as his ad examples showed.  We all know about the fallacy of clicks as a pure measure of ad impact."

Crisp tracks metrics that matter to brands, and does so across platforms and devices.  It’s probably the most important thing we do – delivering a unified report to enable agencies to measure their campaign’s effectiveness and optimize on the fly.  Once dominated by performance ads, more and more mobile sites and apps now feature ads from Fortune 500 marketers.  These top brands realize the importance of reaching their target audience on the most personal of devices.  And now that they can track interactions like display time and video plays or incorporate games and surveys into mobile ads, they are hooked.

Emotion and magic are great for press events, but that’s not why brands are flocking to mobile.  It’s all about the metrics.

Contact us if you’d like to see a sample report.

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Swiper no Swiping! A Response to the ClickZ Review of Wired's iPad App Advertising

1 Jun 2010 - Tom Limongello

ClickZ to my knowledge is the first site to dedicate a 10 minute video (see below) to reviewing mobile ads. The fact that they reviewed only the Wired iPad app advertising in itself is worth noting in terms of how important the iPad is to advertisers and publishers. Since the video is long I’ll boil it down for you, they were unhappy with the lack of interactivity, and since there were so many ads in the app, and because print ads are not by nature interactive, it was probably really difficult for Wired’s sales team to do much. We’ve been a part of the process of digitizing print ads for iPad apps over the past two months and we thought it would be great to do a deeper dive into what’s in the Wired App and offer some perspective, pointers and thoughts on how advertisers could do better.

Whoa There.
It’s not easy to change creative without creative direction and it’s not easy to make an ad digitally rich unless you’re given the right assets--but, it’s not impossible. Although the ClickZ review was all about the negatives, I would give HBO, eTrade, and Lea & Perrins points for their creative use of gallery buttons. Ads like Lea & Perrins full page ad with hotspots make a flat print ad into something highly interactive. Also, leveraging learnings from mobile content delivery, we’ve been proponents of galleries because it takes big sets of content and makes it bite sized. If you play with the Lea & Perrins ad you are getting 12 recipes – however they are laid out with 12 buttons, and this much more fun to tap through than a list, especially because the text changes quickly using CSS + JavaScript transitions.
 
Swiper no Swiping!
Content is King, and what we’ve learned at Crisp is that as we work with App developers who leverage the Swipe feature, is that we cannot count on using swipe as a gesture within advertising. If mobile devices are about vertical scrolling, the iPad is about horizontal swiping. As Swiper the Fox might say to Dora the Explorer "You'll never find it now! Ha, ha, ha!!"
 
Note: we’ve also learned that swiping content does not load as fast as tapping for content, because Apple’s gestural technology is not smart enough to start loading at the beginning of a swipe, so quick taps onto a navigation arrow will actually perform the request to either the local file or to a server faster in every case.
 
Follow the Arrows
Intel and HBO got dings for not offering readers a clue to find the rest of their ads. Without adding navigation buttons on the creative it would be nearly impossible for users to know that there were three panels for each of these ads. Why is that? Well because the Wired iPad app uses horizontal scrolling, they decided to offer vertical scrolling to show the rest of the ad content. Other than us reviewers of ads, will anyone else ever change their behavior to see ad content?
 
Danger Zone
Samsung only offered a full screen in portrait, which looks bad in landscape. You have a choice here, offering a cube-sized creative in the safe zone, anything smaller than 660x660, would have saved Samsung.  In the absence of the right sized creative you need to offer something different in landscape than you do in portrait. Even if it doesn’t fit the screen perfectly, it’s better to make it look like you are doing it on purpose rather than just have the wrong sized ad swirl down the whitespace well when you turn your iPad to landscape. 
 
The punchline also got lost in the rotation on the Heineken ad. Heineken gets points for having a call to action for rotation, and offering ‘can I touch’ in portrait and ‘yes you can’ in landscape. However, you cannot touch anything in the ad. Hmmf.
 
Link-in, not Link Out
Most advertisers with embedded links didn’t use webview, so they left the app to show a microsite rather than render the landing page in the app. Use the webview.
 
What do you get the advertiser that has nothing? ClickZ offered a wake up call to Tissot who did not even put their website link in the ad, but clearly leveraged ‘connectivity’ in the ad copy, so it looked like they were paying lip service to interactivity. 
 
No Tracking, no Interactivity
Giving agencies the benefit of the doubt, they may have said, ‘Why do I want to offer cool features if I can’t track them?’ Does your iPad app have an SDK that can handle rich media interactions and offer dynamic reporting? We suggest using our HTML5 open web standards approach because it can leverage the same rich media as you serve on mobile web, iPad safari and even on your desktop site. 
 
The takeaway for me is that mobile advertising is now getting the spotlight, and the size of the creative is now full page, which is bigger than any digital creative we’ve ever seen before. There’s a bigger opportunity and a bigger margin for error.

 
 
 
[Title inspired by Dora the Explorer's Fox nemesis named Swiper (credit for the reference, Nathan Carver)]
 
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Sprint Advertises Mobile Plans With Mobile Ads

20 May 2010 - Tamara Gruber
Sprint has brought back the low-priced unlimited plan and is using mobile advertising to roll it out.  In order to reach their target market, Sprint teamed up with Crisp Wireless and Hearst Magazine Digital Media’s Women network to create a mobile campaign that would get people talking. 
 
Sprint’s campaign ran on a variety of mobile sites from the Hearst network including, Marie Claire, Real Beauty, House Beautiful, Redbook, Cosmopolitan, Good Housekeeping, and Harper's Bazaar. The campaign featured two different ad executions, including Crisp's exclusive Adhesion fixed placement.  The banners promoted the $69.99 unlimited plan and allowed consumers to expand the ad unit.   Consumers who chose to “learn more” were taken to a specialized landing page from Sprint’s mobile site to explore phones, mobile broadband, and their unique “Any Mobile, Anytime” offering.
 
Through this campaign, Sprint was able to measure the number and rate of expansions and interactions.
 
 
Sprint Adhesion AdSprint Expanded
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Buying, Creating, & Measuring Mobile Rich Media Advertising Campaigns -- OMMA Mobile

12 May 2010 - Tamara Gruber

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 sales@crispwireless.com.

 Buying, Creating, and Measuring Mobile Rich Media Advertising Campaigns

 

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American Museum of Natural History Exhibits on AccuWeather.com

7 May 2010 - Tamara Gruber

 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.  

 Accuweather with American Museum of Natural History Expandable BannerAccuweather with AMNH Snakes Alive Banner

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