Ad-serving technology provider AdMarvel now supports Crisp Wireless rich-media advertising formats, both in-application and on the Web, enabling agencies to develop engaging campaigns that can run across various platforms and devices.

AdMarvel will be able to deliver Crisp ads to smartphones and tablets such as Google Android devices and Apple?s iPhone and iPad. AdMarvel publishers will benefit from being able to run Crisp rich-media ads, allowing advertisers to create cross-platform campaigns with rich ad formats and unified engagement reporting.

?Generally advertisers use ad serving platforms such as Atlas, DART or AdMarvel,? said Boris Fridman, CEO of Crisp, New York. ?Now publishers that use AdMarvel can support Crisp rich-media ads, expanding the reach of of the ads since they can now run across a larger universe of sites.? 

Crisp rich-media ad formats include expandable, location-aware, tap-to-video, interstitials with embedded video, ads with social media capabilities and can run in-app or on the Web through AdMarvel.

Volkswagen?s recent rich-media ad campaign is one of the first programs that delivered Crisp rich media ads via AdMarvel?s ad serving technology.

The automotive company teamed with AKQA to place the mobile banner ads in applications and on the mobile Web sites of CBS and CNN.

The campaign worked on iPhones and integrated fixed-placement expandable ad units to deliver a more engaging experience for consumers.

The campaign used both standard expandable banner ads and full-page expandable banner ads (see story).

Here is a screen grab of the initial Volkswagen banner ad:

When a user clicked on the ad, it expanded into a 320x250 panel that included calls to action for two mobile landing pages.

Here is a screen grab of an expanded banner ad on CBS's Web site:

AdMarvel powers many of the leading developers on iPhone, iPad, RIM, Brew and Android platforms.

Mr. Friedman said that Crisp is about to roll out a big campaign for a major new television show, but would not give specifics.

?Essentially what we have done is extend the reach of where Crisp ads run,? Mr. Fridman said.