Today we are launching a new ad placement technology that I believe makes mobile web advertising more effective. On the mobile web, banners at the top of a site disappear out of view with a quick gesture.  In mobile apps, ads usually remain fixed on the screen, giving brands greater visibility and increasing the probability of consumers actually interacting with the ad.

With Adhesion, we are able to deliver a fixed placement for ads to a much broader market on the mobile web. Adhesion ads remain fixed “above-the-fold” as the user scrolls up and down the page.  As a result, Adhesion brings better brand visibility and viewer engagement for advertisers. Publishers, in turn, can reserve Adhesion placement for brand advertisers and sell adhesion ads at higher rates.

Adhesion ads also offer new ways to measure user engagement and to increase available advertising inventory. For example, with Adhesion, it is now possible to measure the “dwell” time, i.e., how long the ad remains visible, and to rotate multiple ads within the same placement. Both capabilities are not possible with traditional banners.

While delivering greater visibility to brands, we also thought of giving the user greater control.. Adhesion ads come with a built-in menu. The user can close the ad, expand it, or share it via email or social networks.

Adhesion placement can be added to any mobile site. No code changes or special tagging is needed. Campaigns can still be trafficked by an existing publisher or ad network ad server, such DART for example, with Crisp Ad Server delivering the actual ads and insuring the proper adhesion placement. Of course, we support the full complement of Crisp Rich Media ad formats, but we also allow standard MMA banners to be served into the adhesion placement.

Does Adhesion make advertising on mobile web more effective?  I am convinced it does. Will more effective ads attract more advertisers to mobile? I hope so.

Check out the video and tell us what you think: