Crisp Voices Blog

Introducing Crisp Air

31 Mar 2014 - Tom Limongello

We are thrilled announce the launch of Crisp Air: mobile retargeting for the real world. Crisp Media has prepared a fleet of unmanned drones connected via Bluetooth Low Energy (BLE) sensors so that users can be retargeted after visiting their favorite retail locations. 

This Spring, Crisp Air will be available in the five boroughs of NYC, and will support 300mm x 250mm, the first IAB Rising Star format for 3D-printed Out-of Home (OOH) advertising.

You can learn more by watching this short video. 

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Will the IAB SafeFrame specification find adoption with publishers?

19 Mar 2014 - Xavier Facon

Today marks the one year anniversary of a new IAB (Interactive Advertising Bureau) supported digital ad serving specification called SafeFrame. The standard helps advertisers and publishers with serving expandable rich media ads on (non-mobile) web pages in a more secure, more reliable and more measurable way.

The advantage of SafeFrame for advertisers who look to serve engaging and expandable ads more easily is significant, especially for those who seek to execute campaigns through programmatic means. Without this standard, enabling expandable ad formats is mostly handled by publishers as a one-off using a so called Pub File or iframe buster. This Pub File alternative is not easily manageable, is not scalable and thus not possible on programmatic inventory. Another advantage when advertisers use SafeFrames is the support for viewability measurement. In other words, better assurances that the impressions that the advertiser buys are actually viewed by someone.

For publishers, who have to do most of the heavy lifting to implement IAB SafeFrame, the advantage is better control over their user’s privacy and less risk that the ad content will interfere with their web content. This is significant improvement over a slightly different iFrame best practice called Friendly iFrames that only simplified the traditional practice of iframe busters. 

One year after its launch, SafeFrames are supported by Yahoo!, who is the main publisher driving the development of the specification. However, very few other major publishers have support for it. But now that Crisp and 22 other vendors have already made their technology compatible with SafeFrame, why is there still so little support from publishers?

A negative comment I have heard in the ad tech community is the supposed questionable need for changing anything. I heard similar feedback from the industry when the team here at Crisp was pushing for MRAID - the mobile counterpart to SafeFrames - several years ago. Over the past three years, MRAID has been adopted on about 80% of all mobile app ad inventory. Just like with MRAID, the initial reaction to stay-the-course is the wrong one. Instead, publishers that are able to embrace SafeFrames will be ahead of the curve and able to profit from the standard.

In terms of the timing for the SafeFrame specification and adoption, MRAID mobile did beat SafeFrames display on such things as expandable rich media via programmatic channels, publisher control and viewability. It is also likely that mobile and display standards will converge some time in the future. But for the next few years, we think it will be very productive for publishers to implement SafeFrames instead of sticking to the old Pub File approach.

Privacy and security, viewability, scale / programmatic delivery and richer more engaging ads are all key priorities for advertisers, for Crisp and for many other vendors. SafeFrame is designed to meet these priorities, so my best bet is that IAB SafeFrame is here to stay.

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Mobile First Digital Ad Spending

24 Feb 2014 - Naftali Goldsmith

Mobile advertising strategies and tactics today frequently take a back seat to traditional media. At Crisp, we are often tasked with optimizing ad creative for various mobile devices, in order to help drive the overall KPI’s of a campaign. 

In 2013, research* showed that for the first time mobile and tablet devices accounted for 51% of time spent online. This number is even more pronounced for the younger 18-24 demographic, which spends 59% of its time on mobile and tablet devices.

Advertisers are catching up to this massive shift, which creates an unprecedented opportunity to redefine digital ad strategies around users, starting with how and when they use the technology in their lives. The capability to present consistent messaging across devices, each with its own appropriate goals, tactics, and KPIs, is a powerful paradigm for advertisers. 

To engage consumers across multiple screens, advertisers are increasingly designing holistic digital strategies. This approach leverages the unique capabilities of each device to serve the overall objectives of the campaign.

There are a number of ways to help advertisers achieve their goals:

  • Cross screen targeting and re-targeting
  • Coordination of an open app with a TV commercial or program
  • Rise of HTML 5 rich media on desktop browsers
  • Rich Media on Smart TV’s 

More than ever, strategic plans are starting with mobile. ‘Mobile First’ strategies begin with defining media and targeting plans, and then proceed to setting a creative direction based on known patterns of how users react to specific types of ads, on specific devices.

In order to capture mobile users time and attention, and get them to indulge in an advertisement, users want to:

  • View product and promotion detail (online and in-store) as part of general awareness and decision making
  • Browse products for immediate purchase, or save opportunities for future purchase consideration
  • Participate in larger social initiatives and share brand messaging
  • Search and find where to go for a particular product or service
  • Play and interact with brand sponsored games and immersions

To be successful with a mobile first campaign, advertisers must have sufficient creative assets to execute common tactics across devices and screens that represent the majority of rich media user engagements: animated messaging, video views, gallery views, data capture, and various click-through CTAs. These tactics can be spread across screens based on available ad placements and the optimal user experience for each device. Device specific tactics (e.g. click to call on phones) are also included as appropriate.

A number of combinations of objectives and tactics can work for any given advertiser.  Sector dynamics, market positions and an appetite for risk taking are all factors that go into strategic planning and campaign execution.  As big brands and their agencies experiment with mobile first, and as ad technologies emerge that can handle innovation that scales, we will continue to see significant changes in how brands and consumers connect through technology.

 

*Comscore & Jumptap, “Screen Jumping”, September 2013

 

 

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Crisp Nominated for Best Mobile Video Advertising

20 Nov 2013 - Lindsay Beach

Crisp Media was named a finalist for the Digiday Video Awards in the Best Mobile Video Advertising category for work on Kraft Fresh Take with Starcom. The Digiday Video Awards honor overall excellence and breakthrough achievement in video media, marketing and advertising. Crisp is honored to be among the handful of brands, agencies, publishers and technology providers who were nominated and continue to push the industry forward. 

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Crisp brings back a Hercules Trophy

11 Oct 2013 - Stefaan waegeneire

Some of the bravest members of the Crisp team set out for Randall’s Island this Saturday to compete for the Hercules Trophy. The Hercules Trophy shakes up conventional outdoor games to the point where they are barely recognizable, such that herculean effort and team spirit are paramount to success. These sorts of challenges align nicely with our values at Crisp where our business requires pioneering into spaces like mobile, tablet and beyond, where the rules of the game are new or perhaps not yet developed. The Hercules Trophy is a very popular competition that started in 1999 in Belgium and has recently expanded to the US and we were pleased to be a part of the 2013 event.

The challenges, called “Labours” started early and dealt with all types of intelligence, starting with the cerebral with mathematical brain twisters, but quickly moved into the physical and even artistic. The main labors included an obstacle course, cross country, truck pulling, Kinball, Speedminton, Go-karting, Sbyke, Trapeze, Frisbee golf, Human Catapult, Tchoukball, and Jugger

Stefaan de Waegeneire said that when we saw the field at the truck pull competition, “I didn’t think we were going to do well at all, I mean there were some huge guys on the other teams, but our teamwork really came together.”

If it were not for a difficult showing on Flipit, a take on a bouncy castle in which the team had to flip an inflated rectangular prism, we might have won the whole day.  

That being said, Crisp did take the Silver cup, and we are quite proud to have it sitting at HQ. 

Xavier Facon our CTO flippantly said at the end of the day, “We are really a great team, we should all work at the same company :)”

It should also be noted that first place team, MetLife, earned their victory over Crisp, one of their team members broke their arm riding the Sbyke and came back to compete with a cast on at the end of the day. “We’ll take 2nd place with no injuries, thank you very much.” Said Daniel Bartus, sales planner at Crisp. 

Nathan Carver, VP of Engineering related that “It was nice beating the google teams...But seriously, if we look at the whole day the nice thing about the hercules trophy labours is that there’s no way to win unless you had great teamwork.” Always the fierce competitor however he then added…”and we weren’t without injury, I did stub my toe pretty badly.”

 

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