Adhesion Is The New Sticky

Mobile ad company Crisp Wireless has introduced a fixed placement unit for smartphones that keeps ads onscreen while a user scrolls up or down on a mobile Web page. The new “Adhesion” ads support rich media formats like expandable, tap-to-call and tap-to-video as well as the ability to share, close or save, or ad content via email or social networks, according to Online Media Daily.

The fixed ads are designed to ensure that people don’t ignore or forget mobile ads so easily. The trick is to achieve this without alienating users. Nearly four in 10 consumers don’t want to receive mobile ads for any reason — and less than 20% recall seeing a mobile ad.
Perhaps these new Adhesion ads from Crisp Wireless will rock the mobile house. I don’t know. But I can’t help think here we are (as an industry) once more trying to fit old media placements into the new paradigm. A mobile screen has very little room for anything but pertinent data. There is a way to serve ads in this environment, but the best way would be to invent a solution native to the handset.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.