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.
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.
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.
“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?”