Greystripe's iFlash brings Flash advertising to iPad

by Stevie Smith - Mar 31 2010, 04:42

Yesterday we reported on Brightcove's move to provide iPad users with automatic device detection and HTML5 video streaming in order to sidestep the tablet computer's lack of Adobe Flash. We were then approached by San Francisco-based Greystripe, a mobile advertising network that also offers its customers a Flash workaround.

While geared more towards online advertisers as opposed to direct media consumers (although that in itself is an overlap), Greystripe's latest iFlash ad units will arrive in May, enabling wide-ranging ad partners such as HP, Dunlop and Burger King to deliver Flash content on both the iPad and iPhone without requiring support from either Apple or Adobe.

“We're committed to making it easy for advertisers to achieve results in mobile by removing barriers to execution and offering the engaging power of Flash-authored creatives on the iPhone and iPad,” trumpeted Greystripe CEO Michael Chang in a statement.

According to Greystripe, its award-winning iFlash technology takes content originally created using Adobe Flash and transcodes it specifically for the iPad and iPhone. And, in bolstering the appeal of its advertising platform, the company is also keen to note that advertisers opting for iFlash ads in mobile will witness higher performance compared to the same online campaigns.

Moreover, a recent comScore study revealed that iFlash mobile campaigns resulted in a 10.4 percent boost in brand awareness on the Greystripe network, compared to just a 2.0 percent lift from online, while ad awareness rose 23.3 percent with iFlash, and only 3.0 percent from online.

Other study factors found a 3.4 percent lift on brand recommendation (versus 1.0 percent), and a 4.7 percent increase on intent to buy (versus 4.0 percent).

Greystripe was named the E-Tech CTIA award winner for the Mobile Marketing/Mobile Advertising category in 2009. It was also the AlwaysOn OnMedia 100 winner in the same year.

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