DPAC 2010 Best Rich Media Technology Innovation Finalist: Greystripe

publication date: Nov 28, 2010
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Greystripe

Agencies: Razorfish, Starcom

Brand: Lightning Technology

Executives Involved: Michael Chang
Andy Choi

Brief: Greystripe took on the challenge of creating a technology that allowed brands to easily create ads for the mobile platform (starting with rich media in-applications and now on the mobile web!), enabling brands to stand out in the vast mobile advertising sphere. Greystripe’s proprietary Lightning Technology is the ONLY way to serve Flash to the iPhone, iPad and Android both in-application and on the mobile web. Lightning Technology offers advertisers the ability to target the iPhone, iPad and Android audience with the richness of Flash display ads. Advertisers can either choose to use existing Flash IAB medium rectangles or to develop new creative assets using Adobe Creative Suite tools, and generate Flash ads as they would for online websites.

Not only has Greystripe created a unique technology, but has also applied it to solving a number of problems brands and marketers often face:
1) Creative agencies find it very difficult and limiting to create ads in native mobile formats when the majority of their creative tools are based on Adobe’s Flash formats. Because Flash is not supported on
most mobile platforms it causes a severe gap between online and mobile.
2) Media buying agencies find it impossible to repurpose online ads for mobile.
3) Brands find it difficult to compare online ad spends with mobile ad spends because the media execution is different.

By delivering the same creative to both they can compare effectiveness side by side. Greystripe’s rich media solution solves all these problems. Further and notably, Greystripe’s Lightning Technology has enabled Greystripe to deliver Immersion ads (iAd-like ads), which are custom interactive ads that maximize user experience, engagement and utilize multiple click options, accelerometer, audio, and touch. Immersion ads are like a branded app w ithin an ad and have produced high engagement rates and resulted in significant increases in brand awareness. With Lightning Technology, Greystripe delivers these high impact, engaging ads to both in-applications and the mobile web, on the iPhone, Android and iPad , offering advertisers the ability to reach their consumers cross platform in the most engaging way.

For example, Buick recently promoted its LaCrosse model using Greystripe’s Immersion ads. The campaign incorporated an advergame –a Simon Says-like game, in which users repeat a sequence of flashing colors on each of the car's tires.The results w ere extremely impressive – consumers who tried the game w ithin the ad spent an average of 2 minutes and 42 seconds on it, and brand aw areness for the Buick LaCrosse increased by 12% among users exposed to the ads, according to ComScore.

In addition to Buick, Greystripe has worked with numerous other brands, including Burger King and Axe. Greystripe’s Lightning Technology and advertising platform enables brand advertisers to communicate their brand message in a superior ad format to a unique mobile audience, developers to gain advertising revenue by serving ads through their applications, and consumers to use high-quality applications for free. Greystripe delivers the highest engagement for advertisers, the maximum revenue for publishers and app developers, and the best ad experience for users across all major mobile platforms, reaching tens of millions of mobile users.

Link to Your Creative Materials: http://www.youtube.com/watch?v=6pM61WnbSSE

http://www.youtube.com/watch?v=ctdtIg_16rM


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