Jason Young, CEO of Crisp Media Discusses the Future of Mobile Advertising

31 Dec 2012 - Lindsay Beach

This month Jason Young, CEO of Crisp Media, took part in Mediaocean’s Wave Speaker Series to discuss why mobile is central to the future of advertising. Jason covered many topics including the ways Crisp is tackling unique challenges in the mobile ad market, and the need to develop ads specifically for smartphones and tablets to engage consumers. As mobile usage continues to be expand, the need for companies to find effective ways to build, deliver and measure mobile advertising becomes even greater. With platforms like Crisp Engage, companies can build, manage and measure mobile rich-media campaigns and stay at the forefront of the expanding mobile market.

Click here to watch a clip.

 

The Big Day

29 Apr 2011 - Tom Limongello

We've been waiting for this moment at Crisp for a long time. Mobile advertising has long been recognized as having the greatest global potential for delivering reach and scale for brands. It was not, however, until recently that we at Crisp started noticing something great. Big, full-screen Crisp ads that had always been in English started showing up in Chinese on our test iPads here in our Midtown HQ in NYC.

Yesterday's post in TechCrunch about Crisp’s new round of funding, led by a new investor, EDBI of Singapore, was a great reminder to us all that Crisp is ready to help its publishers bring great brand experiences to a lot more iPhone, iPad and Android devices around the world, starting right now.

Crisp, together with the other ORMMA.org pioneers, is working together closely with IAB and MMA working groups on bringing the necessary standardization initiatives and best practices to the attention of agencies, ad tech companies and publishers.

That means that as more publisher and ad network ad servers become compliant with some key standards (like IAB’s MRAID), brands will be able to run ads like they do in desktop advertising, without friction and with an even wider geographic distribution than ever before -- especially since the iOS and Android platforms are growing globally much faster than any other platforms ever have. Starting now, the model of competition in mobile advertising is about what it should be, creating the most dynamic advertising possible.

Stay tuned for news about Crisp Engage next week. Crisp Engage is launching its Charter Program, and we are calling on creative agencies who’d like to show off their HTML5 skills, or play with some of the templates we’ve been building over the past two years to create brand experiences for mobile apps and browsers.

And BTW, for those of you making the trip to Singapore next week, meet Boris Fridman and Xavier Facon in Singapore at the Mobile Marketing Association’s MMF Forum on the 3rd through 5th of May!

Dealing with Fragmentation in Mobile Advertising

23 Aug 2010 -

 The digital agency 360i recently came out with a new report titled “Mobile Marketing and the Challenges that Lie Ahead” (embedded below), which spells out, pretty accurately, the challenges facing mobile advertisers.  I’d specifically like to address the Fragmentation issue.  

Back in the day, big brands were worried about creating a mobile presence for the thousands of handsets, browsers, and operating systems that abounded in mobile.  In more recent times, these same brands have been focused on just one device – the iPhone – and mostly building an app, or for some, a mobile site for that device.  With the growth of Android, the introduction of the iPad, and the growing number of smartphones accessing standard online content (see Xavier’s post for more on this,) fragmentation is again an issue.
 
According to 360i:
“Fragmentation will be one of the more persistent mobile marketing challenges.  Which devices and operating systems are used by your target customer base? How does your audience divide their time across various mobile channels? How can you find them across a jumbled array of publishers and ad networks? How do you develop enough creative units that work across all the devices included in the media plan?”
Sounds like a bit of a roadblock, right?  Not necessarily – here is where Crisp comes in.  Crisp’s ad formats work not just across mobile platforms – like iPhone, Android, and iPad – but also across channels including mobile applications, mobile optimized websites, and standard Internet sites.   Using our ad components, you can create ads like full screen expandables with hotspots, tap to video, tap to find location, and more that will run across all these channels.  We’ve partnered with over 700 premium and local sites and apps to pre-certify these ad formats--so rolling these out across the entire media buy is seamless.  
 
360i also pointed out the challenge of monitoring data from yet another stream.  We help out here too.  Crisp can provide a holistic view of the entire campaign – across sites and apps.  And I’m not just talking about click-thru rates (CTR).  Everyone knows that if you are serious about mobile advertising, you need to measure ROI not just by CTR but through interaction and engagement.  Our rich media engagement metrics include Panel Interaction Rates, Display/Dwell Time, Video Plays and Completion Rates, and more.  
 
I believe that the entire mobile industry will benefit when there is less fragmentation and when one creative can run across the entire set of sites and apps in the media plan. That is the problem we are solving.  One creative + one set of reports= more satisfied agencies and advertisers and ultimately in larger repeat buys. 
 
So don’t let the challenges in mobile advertising impede your campaigns.  Talk to our experts to see how rich media vendors like Crisp have solved these problems, and we’ll provide some tips on some of the other challenges 360i points out too.
 
 

Mobile Marketing & the Challenges that Lie Ahead