Hearst Magazines Digital Media is using new rich-media mobile Web advertisements from Crisp Wireless across its suite of WAP pages for various magazines in an effort to boost advertising.

Crisp said it developed the ad platform, Adhesion, to increase brand engagement for advertisers on the mobile device. Adhesion also lets publishers differentiate premium advertising from performance-based banner ads.

?Adhesion allows Hearst to offer a more robust and engaging ad experience across our mobile Internet sites,? said Kristine Welker, vice president of sales and marketing at Hearst Magazines Digital Media, New York. ?Partnering with innovative leaders in the mobile market will enable Hearst to provide our advertisers with unique and scalable ways to reach their intended audiences.?

Hearst Magazines Digital Media is a unit of Hearst Magazines that is dedicated to creating and implementing the digital strategy for Hearst?s magazine brands and other sites.

Crisp is a mobile advertising company that has a rich media mobile ad platform and a catalog of beyond-the-banner ad units.

In-app style goes WAP
Hearst is one of the first publishers to sign on to offer Adhesion placements to its advertisers across its mobile properties.

The magazine giant will place Adhesion ads on the mobile sites for Cosmopolitan, CosmoGirl, Marie Claire, Esquire, House Beautiful, Good Housekeeping, Redbook, Harper?s Bazaar and Seventeen.

The advertisements, such as the example for the film ?Ghosts of Girlfriends Past,? let the consumer click to expand for more content.

Advertisers can include video, photo galleries and links to the Web site.

The mobile Web can be an untapped resource for brand advertisers.

According to research from Gartner, the mobile Web is expected to become the primary Internet access point for consumers by 2013.

Adhesion brings in-application style banner advertisements to the mobile Web.

The advertisements stay above-the-fold and feature all of Crisp?s rich media capabilities. The advertisements will stay present or disappear for a time while the consumer scrolls, reappearing after the consumer stops.

Adhesion supports all of Crisp?s rich media ad formats such as being expandable, location-aware, tap-to-video, tap-to-call, data collection and link to social networking capabilities.

Each Adhesion ad has a control menu. The menu lets the consumer expand, close, save, or share the ad content through email or social networks.

In addition, Adhesion can serve display ad units, such as MMA banners, from third parties, including ad networks.

Please see this video for a demonstration:

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Aiming for effectiveness
Boris Fridman, CEO of Crisp, said Adhesion was launched to make brand advertising more effective on the mobile Web.

?We want to provide publishers a placement that is truly premium, and as such they can sell at higher CPMs,? Mr. Fridman said. ?We also want to empower consumers like never before in mobile, including easily closing the ad out of view.?

Crisp is targeting publishers who now have a placement they can reserve for premium advertisers and brand advertisers that want a more engaging experience from their mobile ad campaign.

Mr. Fridman said Adhesion and rich media mobile Web ads will make for more compelling creative, leveraging the particular device?s capability, better engagement and more granular reporting metrics.

For consumers, using Adhesion lets them know where the ads are and how to interact with ones they like and close out the ones they do not.

?Our biggest challenge in selling the mobile Internet is consumer adoption of devices that will enable meaningful scale,? Ms. Welker said. ?Selling mobile advertising is still a somewhat specialized field so we're working closely with Crisp to leverage their expertise.?