Tribal Fusion, Greystripe partner to capture iPhone demographic

By Jordan Crook

September 22, 2009

Greystripe and Tribal Fusion have partnered

Marketing agency Tribal Fusion Mobile has partnered with Greystripe to provide rich-media mobile advertising services to brands targeting the coveted iPhone demographic.

One of Tribal Fusion’s core offerings is fully integrated, full screen interstitial advertisements which let marketers effectively initiate consumer engagement with consumers via the Apple iPhone or iPod touch. Through the partnership with Greystripe, Tribal Fusion’s advertisements can more effectively reach the growing number of iPhone users through key placements within games and applications.

"Tribal Fusion makes it easy for brands and agencies to integrate mobile into their media mix," said Elliot Benn, sales executive at Tribal Fusion Mobile, Emeryville, CA.

"Tribal Fusion Mobile not only allows advertisers to use existing creative for mobile campaigns, but mobile reporting is also completely integrated into the rest of the campaign, giving advertisers a complete picture of their cross-platform campaign," he said.

These advantages really take the heavy lifting out of the equation – mobile simply becomes an additional vehicle to reach their audience and one that is easy to implement."

After a user downloads an application or game from the Apple App Store, an advertisement appears immediately following the user’s selection of the application, before the expected content is displayed.

The advertisements from Tribal Fusion Mobile are equipped with appropriately-placed pause prompts to guarantee recognition, even if the user chooses to skip the advertisement.

In past campaigns, Tribal Fusion claims that its high-impact ads have increased user engagement, generating up to a 4 percent click-through rate.

"IPhone users love the technology and thus are more likely to use all of the phone’s functionality," Mr. Benn said. "When given the right message or call to action, these users will click on the ad and engage with the message.

"They know their phone will work and whether it’s a click-to-Web, click-to-call, or any other call to action, their phones will not lock up or lose the connection," he said. "This is why we are seeing CTRs on the iPhone that are higher than other smart phones."

But that is not the only reason Tribal Fusion and many other companies are fighting over the iPhone demographic.

Tribal Fusion Mobile claims that the iPhone demographic represents a group with higher-than-average incomes, education and spending patterns and one that does not mind paying $150 a month for state of the art technology.

The advertisements from Tribal Fusion advertisements adhere strictly to IAB specifications and standards, giving advertisers peace of mind using the same creative for their online ads in the mobile environment.

Tribal Fusion also offers metrics that are fully integrated with online results, helping advertisers consolidate reporting from various campaigns into a single source.

"Tribal Fusion Mobile removes a lot of the hurdles to mobile, such as having to develop a separate set of smaller-sized, mobile compatible ads and separate campaign metrics," said Toby Gabriner, president of Tribal Fusion Mobile, Emeryville, CA.

"By providing a simple and comprehensive mobile solution, Tribal Fusion enables advertisers to reach a highly engaged audience with dynamic, Flash-capable ads," he said.