I'm not one to click on mobile-based ads, but I just had to try Crisp Media's banner add that kept popping up whenever I visited a particular website.
When I touched the ad, I was brought to a simple landing page, which offered three options. First, I could touch a button to view a corporate video, which was about 2:30 long (did not see entire video as there were buffering issues). Second, I could view a showcase of mobile advertisements that Crisp Media produced for its clients. And, third, I could view real-time statistics about my interaction with the ad (e.g., load time, time in ad, number of taps).
While this may be all well and good, it seems as though Crisp Media left one important element out of the ad. How is a prospective client to get in tough with Crisp Media if they are interested in learning more about the company's product/service offering? There is no place for a prospect to enter their name, phone number or email address, nor is there a listing of a corporate phone number and/or email address for a prospect to contact. If that's the case, how does Crisp Media intend to generate sales leads from this banner ad, or was that not the purpose?
The bigger question that could be asked...if Crisp Media did, in fact, overlook this aspect of their own campaign, what's to say they won't overlook it for a client's campaign? Not that I am trying to lay blame on any one person or any one company, it's just that we (i.e., marketers, creatives, developers, etc.) need to stay focused on basic marketing principles, fundamentals and best practices, even when in comes to mobile.