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Summary:

Crisp Wireless this morning unveiled a new technology that delivers ads that remain on screen as users scroll down through pages on the wireless web. While those ads may prove effective, they may also give users one more reason to avoid the mobile Internet.

Crisp Wireless this morning launched an offering that delivers ads on the mobile web that remain on the screen even as users scroll down on their handsets. Which means the wireless web is about to get even more difficult to navigate.

Crisp, a New York-based startup that has gained traction helping traditional media firms bring their content to mobile, said its Adhesion technology delivers “fixed placement” ads on smartphones as users browse the mobile Internet. The technology supports features like click-to-call and click-to-video and allows users to expand, close, save or share the ad through e-mail or social networks.

Floating ads are common on the fixed-line web, of course, and their expansion to mobile was surely inevitable. But given the tiny screen sizes of most mobile phones, they’re sure to be even more irritating than they are on the traditional Internet. Annoying ads can be effective, of course — there’s a reason why Netflix continues to use those horrible pop-ups — and Crisp touts the fact that users can simply close the ads, unlike most banners on the mobile web. But while Adhesion may be a much-needed tool for publishers looking to generate revenues as they bring their content to mobile (GigaOM Pro, sub. required), it will also give users yet another reason (GigaOM Pro, sub. required) to wait until they get to a PC to access the Internet.

Image courtesy Crisp Wireless.

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  1. Boris Fridman Monday, January 25, 2010

    Colin,

    I don’t think floating ads is the right characterization. The ads stick to the bottom of the screen just as they do in mobile app. In short, Crisp brought an ad placement that was always available in mobile apps to the mobile web. Brands benefit from greater visibility. Publishers can reserve the placement for premium advertisers. And consumers experience ads in the same way as they do in apps. Moreover, we make it easier for consumers to close ads which often is not available in app.

    Boris

  2. How the iPad Helps Mobile Ad Firms — and Hurts Traditonal Online Advertisers – GigaOM Thursday, January 28, 2010

    [...] It’s an easy move for mobile advertising firms to embrace the iPad. The tablet runs the familiar Safari browser and will support all those iPhone apps that have fueled recent growth in the mobile ad space, and which — if recent online trends are any indication — is poised for huge growth. And wireless ad firms are salivating over the iPad’s knockout 9.7-inch touchscreen, which will help marketers make their pitches in more effective ways without crowding out the content that users are looking for in the first place — a feature that mobile phones can’t hope to achieve. [...]

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