Company brings excitement of rich media in-app ads to the mobile browser
Apple (AAPL) turned a lot of heads, bringing exciting, engaging ads to mobile devices with iAds. Now the Disney and NBC-backed startup is bringing this winning immersive format to mobile browsers, replacing boring banner ads. Greystripe already has several big brands and publishers joining on its new endeavor – including Evite, Dictionary.com, Dove and Sprint.
The company knows that creatives and media professionals have their own definition of what “sexy” is. The mobile technology team understands that both camps in the advertising and brand communities see the advantage of RMC’s [Rich Media Campaigns] verses static ads and SMS campaigns. “Sexy” is defined by successful ingredient of engaging visuals combined with targeted reach and frequency. What is familiar to traditional media campaigns is borrowed in today’s mobile industry.
Advertisers seamlessly reach their target audiences across iPhone, iPad, Android and Blackberry through Greystripe’s RevMax for Mobile Web. Only with Greystripe’s proprietary Lightning Technology, advertisers can develop an ad with industry standard Flash tools and deliver it as HTML5 to iPhone, iPad and Android on the mobile web or in app.
Showcasing the Dove’s campaign, the Go Fresh brand illustrates the success of the :15 second preroll. Many of the same elements of a beauty campaign is seen: it is tactile and sexy. Color plays an important part of this RIA campaign. The gratification of product use is displayed artfully in the visuals. If you examine the trail of the message from the large screen to mobile viewing, you will see how success Dove has as the company implodes the brand campaign across entertainment devices. Traditional media campaigns offer all the elements of the sexy genre. As seen in both men and women Dove skin care products. The definition of gender and beauty are examined. Ogilvy‘s, Manthem rough cut featured on YouTube explores in sexy humor what makes a man. Conversely, Dove Evolution, Directed by Tim Piper (Post) and Yael Staav underscore the definition of beauty within the commercial fashion industry. As we look at the large screen formats to small screen apps, again Unilever and its retained agency as delivered a mobile app that brings continuity and user engagement.
Bringing its proven rich advertising formats to the mobile web means Greystripe can now deliver enhanced economics for mobile web publishers. Greystripe has demonstrated consistently high CPMs and impressive revenue for application publishers for the past two years. A number of application publishers in the Greystripe network have consistently earned more than $100,000 per month.
“There is a huge opportunity in the mobile web, which has previously been relegated to static, undifferentiated banners. We can now bring enhanced economics to the mobile web though premium ads paired with premium content,” Greystripe CEO Michael Chang said. ”This is going to revolutionize mobile web monetization because our Immersion ads are so much richer than anything else out there”
According to Mobile Marketer, the sexy proposition equates to high-end purchase intent for big brands. It cannot be found or it is lacking with static ad return of investments [ROI]. Comparative data shows that there is a 50% increase in CPM and the CEO of Greystripe remarked that size does matter when you compare the real estate factor of a 300 x 50 static mobile banner ad verses a 300 x 250 rich media advertisement. Depending on the interactivity of the creative assets, the value of the campaign can be as engaging and personal as any movie, concert, or game.
Tomorrow we will talk with Michael Chang and discuss the power of mobile search.