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BizReport : Mobile Marketing : August 06, 2010

Greystripe taps AdWhirl to expand network globally

Mobile ad network Greystripe is going global with the help of the AdWhirl SDK. Greystripe will integrate with the AdWhirl platform so that app developers worldwide can create and launch Immersion Ad campaigns.

by Kristina Knight

Greystripe launched their Immersion Ads before Apple's iAd began gaining favor in the mobile ad realm.. Similar to Apple's iAds, the Immersion Ads allow for a more potent consumer experience within an advertising framework. Creating a seamless ad which doesn't detract from but rather enhances the consumer experience is one way brands are overcoming ad-exhaustion.

"Greystripe's expandable immersion ads are the most engaging available today, which means great revenue for application developers," said Erica Chriss, Vice Presidnet of Publisher Relations for Greystripe. "We're excited to be working with AdWhirl to wide our base of developers."

For auto brand Buick, Greystripe's Immersion Ad units pushed purchase intent up by 35%. According to the company, Buick's use of the new ad units also increased brand lift (21%) and that with the units ad recall was 53%.

Developers can use the platform to create full-screen rich media ad units including advergames, video and within mobile websites. An added benefit? The consumer needs not leave the app to engage with the ad; video, games and content are launched from within the app so that there is no transition period in which the consumer can disengage or become bored. The ads can be used in both iPhone and iPad apps as well as Android.

Tags: Greystripe, iAds, Immersion Ads, mobile marketing, online advertising

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