Greystripe Extends Rich Media Ads to the Mobile Web

Mobile ad network Greystripe has rolled out its rich media in-app ad formats to the mobile web. The company says that as the user experience on the mobile web continues to catch up with native apps on iPhone and Android devices, more and more publishers will choose to develop mobile web apps and websites, instead of focusing only on native apps.

The move means that advertisers will now be able to reach their target audiences with rich media ads, including Greystripe’s interactive Immersion and Expandable ads on the mobile web, in addition to native iPhone, iPad, Android and Java apps. At launch, Greystripe will support static ads on BlackBerry devices. In the future, Greystripe says it plans to introduce rich media to BlackBerry and mobile browsers on all major smartphone platforms.

“There is a huge opportunity in the mobile web, which has previously been relegated to static, undifferentiated banners,” says Greystripe CEO, Michael Chang. “We can now bring enhanced economics to the mobile web though premium ads paired with premium content. This is going to revolutionize mobile web monetization because our Immersion ads are so much richer than anything else out there.”

In one recent campaign, Buick LaCrosse saw 21 per cent lift in brand awareness and 35 per cent lift in purchase intent with an Immersion ad on the Greystripe network.