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Lexus mobile ad campaign achieves double-digit CTR

Luxury automaker Lexus? full-screen ad unit on Fast Company?s mobile site achieved click-through rates greater than 10 percent, representing a fivefold increase over standard banner ads.

Mobile advertising company Crisp Wireless partnered with Fast Company to create mobile site sponsorship packages for advertisers, including beyond-the-banner ad units, reporting and sales support for mobile. Lexus was the first to sponsor the Fast Company mobile site with a branded experience.

?Fast Company launched our mobile site during SXSW as one of several initiatives to further reach our young, affluent, tech-savvy audience, an audience that mapped well with Lexus? core demographic,? said Colin Doody, manager of business development at Fast Company, New York.

?Crisp enabled a quick turnaround in bringing our news feed to mobile, developed innovative ad units and a platform built to sustain the continued growth our mobile offering has had,? he said. 

Fast Company is a progressive business-media brand, with an editorial focus on innovation, technology, sustainability and design.

FastCompany redirects their desktop URL to the mobile Web site.

The Crisp Wireless Publisher Network powers more than 200 mobile Web sites from more than 45 media companies and their brands.

Clients include Time Mobile, People Mobile, Perez Hilton, A&E Television Networks, USA Today and Discovery Communications.

On the Fast Company site, Crisp reskinned the site to match the Lexus logo and colors and incorporated ?brought to you by? branding.

Crisp also created and served full-screen ads and expandable banners.

The sponsorship included a full-screen, homepage takeover ad unit, tap-to-expand ads, companion banner ads and incorporation into the Fast Company mobile site design.

The campaign is promoting the Lexus IS Convertible and features existing IAB-approved 300x250 ad creative.

Created and hosted by Crisp Wireless, Fast Company Mobile can be found by typing into a mobile browser.

Fast Company Mobile displays feature articles, along with daily news and analysis about technology, design and ethonomics.

Crisp?s Save/Share feature lets Fast Company?s mobile readers share articles with friends or post them to social bookmarking or networking sites as easily as they can on the company?s online property.

Lexus is the latest brand to use Crisp's beyond-the-banner ad units.

Most recently, Paramount Pictures? mobile ad campaign promoting the movie G.I. Joe: The Rise of Cobra, appeared on Fandango?s iPhone-optimized site.

The campaign used Crisp?s full-screen, homepage takeover ad unit to drive consumer engagement (see story).

?To really make a sponsorship something interesting on mobile, it needs to be visible,? said Tom Limongello, senior director of business development at Crisp Wireless, New York.

?The full-screen ad sponsorship for the Lexus IS on Fast Company took what are usually boring banner placements and offered a full-page advertising experience using Crisp Wireless? rich-media platform,? he said.

Lexus ran both a full-page interstitial and expandable ads.

The expandable ad featured the Lexus IS tagline "Live a little, a lot" and expanded to show a full view of the Lexus IS and offers a Learn More button that brings users to the Lexus dealer locator site.

?Going forward, any automotive advertiser can augment our full-page advertisements with GPS location functionality,? Mr. Limongello said.

?Because many phones with webkit browsers now support the HTML 5 feature for GPS location, these full-screen units can skip the ZIP code entry requirement and link directly to the nearest dealer on dealer locator sites, or jump to Google maps on iPhone, Android and Palm Pre,? he said.