Greystripe Sees Increased Demand for Its Lightning Technology

Even though Apple (News - Alert) has not provided full support for Flash on iPhones and iPads, more than 30 million iOS users saw billions of ad impressions created using Adobe Flash from major brand advertisers.

Brands such as Buick, Corona, Axe and Burger King, using Greystripe’s proprietary Lightning Technology, successfully managed to deliver more than 300 Flash-based mobile advertising campaigns in 2010. Greystripe estimates that there will be around 1200 such campaigns in 2011 or 100 Flash-based campaigns per month.

The company allows advertisers to build ads for multiple platforms without having to pay for creative services as the company’s Lightning Technology automatically transcodes Flash ads to HTML5 on-the-fly.

Greystripe has seen an increase in demand for its Lightning Technology, despite the advancement of HTML5 tools. In Q4 2010, campaigns utilizing Lightning Technology increased to over 50 percent of Greystripe’s revenue from 33 percent in the first quarter of the year. Based on Greystripe estimates, it will deliver over 1200 Flash-authored advertising campaigns using its Lightning Technology in 2011 which will save U.S. advertisers $36 million in ad development costs based on an estimated $30,000 to develop an ad in HTML5.

In a release, Dane Holewinski, director of marketing for Greystripe said that “Although we fully support HTML5, we have had only one advertiser choose to develop a creative in HTML5 when given the option of using Flash. A lot of brands don’t want to spend tens of thousands of dollars to create an HTML5 creative when they have the option to use Greystripe’s Lightning Technology to create and deliver rich media ads across mobile platforms for free.”

During 2010, Greystripe saw average value of campaigns utilizing Lighting Technology double from that of 2009. Greystripe estimates that this figure will grow by 300 percent in 2011 as the company moves past experimental mobile buys and integrate mobile as a core component of its marketing strategy.

Greystripe said it provides the highest engagement for advertisers, the maximum revenue for publishers and app developers and also the best ad experience for users across all major mobile platforms, reaching tens of millions of mobile users. Greystripe's proprietary advertising platform currently serves ads into more than 2,500 application titles and mobile websites, supporting over 1,400 handset models globally.