In January, Crisp Wireless launched the Crisp Advertising Platform, the first to support ad campaigns across iPhone and Android devices, on both the Web and in mobile applications. Today, the New York based startup is announcing the first iPad campaign on the platform in the Popular Mechanics’ iPad app
Crisp Wireless creates ad units competing with Apple’s iAds, as well as startups like Medialets and Greystripe, for placement in apps and websites. The difference between these competitors and Crisp Wireless, according to the company, is that its platform is based in HTML 5, a web-based programming language.
“(Competitors) are using the native code for each platform,” CEO Boris Fridman said. He claimed Crisp’s ad units would run on most desktops and mobile devices, in applications and websites. Advertisers using Crisp’s ad units no longer have to recompile ads for different devices and formats, which the company claims is unique to their platform.
This could significantly cut the cost of creating and running campaigns on the over 700 publishers Crisp has certified compatible with its ad units, including the Wall Street Journal, MTV, Fandango, and Popular Mechanics publisher Hearst.
The advertisement, promoting Stanley’s Anti-Vibe Hammer, includes a number of interactive touch points and a promotional video (See video below). The full screen ads appear between the pages of Popular Mechanic just as you would see them in a magazine.
The company’s platform powered creative on the ad, with a number of other campaigns in the works from ad agencies Saatchi & Saatchi, Hyperfactory, and AKQA. The Crisp Wireless platform also allows publishers and brand advertisers to serve, manage, track and measure rich media campaigns.
Crisp Wireless has done a number of small things to make its ad units less intrusive. I noticed while scrolling through a number of pages featuring Crisp ads that when I scroll down the page, the footer ads disappear. It is an example of the company’s Adhesion technology.
This is an example of the company’s Adhesion technology, which combined with the fact that ads rendered quickly on the iPad as I scrolled through a few Crisp powered web pages and apps, makes for a pleasant user experience.