OK, so “The Golden Compass” didn’t do so great at the box office. However, the movie’s release did provide some encouraging results for Greystripe, the ad-supported mobile games and applications distributor.
A third-party research outfit, Dynamic Logic Research Group, collected statistics on the effectiveness of the mobile ad campaign that Greystripe managed for New Line Cinema last year. The research group found that Greystripe’s campaign resulted in better awareness than campaigns typically see on the Internet. Research showed a 19.3% increase in awareness of the film’s title.
One of Greystripe’s big differentiators is it uses full-screen ads to wrap around mobile games and apps. That’s advantageous for advertisers because the ads fill up the entire screen of the device, rather than a banner ad that just uses a portion of the real estate, said Michael Chang, CEO of Greystripe. End-users see the ads before and after they play a game.