Apple's announcement today of iAd really highlights the importance of relevant, innovative mobile advertising. The era of ringtone and download ads is ending with high profile brand marketers taking their place.
Crisp Wireless has been at the forefront of this shift to brand advertising for the last two years and we've seen significant traction with the likes of major brands such as Skittles, Intel, Paramount Pictures, Estee Lauder, Lexus, Infiniti, and more. We believe in the rich media, engaging experience that provides opportunities for interaction within the ad unit itself, including the likes of location awareness, video, game play, social networking, sharing, and more.
We are going to continue to bring these interactive mobile Web and app ad experiences to premium publishers who would rather maintain control over their inventory and sales. Moreover, agencies will be able to use Crisp to deliver rich media ads to wherever smartphone users access content, whether through their browser or in applications. We deliver a unified experience and reporting across the mobile web and apps, devices, and platforms including iPhone, iPad, Android, and more.
It is wonderful to have the power of Apple pushing innovation and interactivity to drive forward the possibilities of mobile advertising.
Once in possession of the device, the crazy idea of taking a golf club to it before even turning it on like Daniel Tosh did in this clip flashed through my head. But that would have been a really stupid thing to do. Minutes after using the device, it became obvious--this device stands up really well to all it was hyped to be.
Isobar recommends that all their advertisers start with approximately a $50K ad spend in mobile to experiment, test and measure. They also recommend that everyone commission a brand study to help judge effectiveness.
Tara Moss from Isobar stated that mobile is approximately 5-10% of the mobile ad spend now, but expects it to represent 40% of the online spend in a few years, and R/GA feels that while mobile ad budgets have been slow to develop, they will be quicker to grow than what we saw in the early days of online.
While measurement is a concern for all the panelists throughout the day, what they have measured so far has been an unprecedented success with three to four times the results of online. Measurements vary depending on campaign goals (acquisition, retention, brand awareness, commerce, foot traffic, etc) so measuring both engagement and conversion across all campaigns is critical. John Hadl from Brand in Hand described how he has an assistant dedicated to compiling reports from various ad server and ad networks -- clearly that problem needs to be solved for mobile advertising to scale (and Crisp Wireless has some solutions for this.) Marriott has actually had amazing success with revenue driven from their mobile site exceeding that from individual country sites.
Instead of chasing shiny new objects, mobile needs to be leveraged according to the campaign goals and objectives. Everyone needs to understand mobile to be able to properly advise clients, develop compelling creative, and execute media buys. Isobar has taken bold steps in this direction and now has 150 mobile specialists spread throughout their 3000-person organization.
We heard this from Brand in Hand but most eloquently from Sony Music who believes in the mobile web because it reaches across all platforms and countries and "hits more people." Panelists believe that HTML5 will change the course of mobile and lessen the focus on apps.
Media buyers want scale and to achieve this in mobile they've worked with ad networks. Brand in Hand spends 65% of its budget through mobile ad networks and prefers to work with just a few organizations and publishers to manage resources. Premium publishers expressed a clear desire to sell direct and offer greater value to brand advertisers with sponsorships, cross-platform buys, and association of brand with premium content.
It is great to creative-types to play and experiment with each new thing, but ultimately someone needs to set the marketing communications objectives and figure out how mobile incorporates into that. For some audiences, it is central. For others, it is a sideline. But because mobile is quickly becoming the "first screen" it needs to be a piece of all.
Matisyahu performing at Mobile Upfront
Steve Jobs says "Mobile Ads Suck". (Pardon the expression. His words ... not mine.) He apparently said this to a source of a BusinessWeek article earlier this year. I need to agree with him. Many ad campaigns are indeed poorly executed, with slim banners and little ad content.
The ad unit is a collaboration between various ad technology companies who are each doing what they do best. Crisp Wireless is involved as the rich media platform that ensures compatibility with various device versions, serves the ad, tracks every event on the unit and reports on user engagement through a rich reporting interface. This interactive ad expands from a non-intrusive banner ad and employs drag and drop input for the consumer to engage with the message. The ad lets the user answer a series of questions to discover the processor that is right for them according to the chosen answers. Take a look at the video to see what you think or check it out live on CNN Mobile or CBS Mobile.
So how can you build better mobile ads?
Crisp Wireless will be on the move throughout the month of March to participate in several mobile advertising-related events.
The first will be digiday: mobile on March 8th at the Hilton in Los Angeles. At this event, Boris Fridman, CEO, will provide the 12pm spotlight presentation: Brand Advertising on Mobile – Moving Beyond the Long Tail, which will provide examples of how brands are moving beyond experimentation and using mobile rich media to engage with consumers. Following this brief presentation, he will also participate in the “How to Innovate with New Mobile Ad Units” panel discussion. For complete agenda please check out digiday:mobile agenda. Registration for this event is free and can be completed at digiday registration using the code “DDMLASP.”
Mobile Upfront Conference
The first-ever Mobile Upfront Conference, hosted in part by Jumptap, is being held on March 16th in the Lower East Side of Manhattan for advertising and media executives to gain insight on “All Things Mobile.” Crisp executives will be on hand and participating in rich media panel discussions. To learn more visit http://mobileupfront.com/ or register today.
Wrapping up our events this month, Crisp will be out in San Francisco to attend OMMA Global “Unbound” on March 17-18th. You will find Tom Limongello, Sr. Director of Business Development, participating in the panel discussion “Publishers Show Us the Mobile Money” on Wednesday, March 17th at 2pm. Tom and Andy Sullivan, SVP of Client Services, will also moderate a special workshop panel discussion: App Fatigue: Why the Mobile Web is the Future of Mobile (& Tablet) Advertising on Thursday, March 18th at 12:15pm. This presentation will discuss the importance of the mobile browser when it comes to the future of how consumers use the web along with how companies will utilize the web as a communication channel. You can also find Crisp at Booth 123 – right near the bar! This event’s full agenda can be found at OMMA Agenda. To register for free, please visit OMMA Registration.
Connect With Us
- Naftali Goldsmith Named One of Business Insider's Most Creative People in Mobile Advertising
- Where Google Misses the Mark for Premium Publishers
- Jason Young, CEO of Crisp Media Discusses the Future of Mobile Advertising
- 2 Billion Impressions Served!
- Jason Young, Crisp Media CEO, Discusses Advertising's Great Mobile Opportunity
- Jason Young, Crisp Media CEO, Pens Mobile Advice for Publishers: Building a Mobile Platform? Time to Burn the Boats
- Exuberant Adoption: iOS 6 will dominate rich media ad traffic by end of week
- Why Brands Shouldn't Discount the Mobile Web
- CTO Xavier Facon talks to ME about brands' engagement with advanced ad campaigns.
- Jason Young, CEO of Crisp Media Discusses Mobile Best Practices with BMA