| | April 20148CIOReviewEntrepreneurs have to contend with market confusion caused by many competing companies making similar claims and also with big players which are dominating the spaceCEO SpotlightDawn of New ParadigmHeadquartered in New York, NY, Crisp Media is a provider of a rich media mobile advertising platform for building, managing, and measuring interactive campaigns across all devices, web browsers, and app platforms. Founded in 1999, the company has received funding of $6 million from EDBI, Meritage Funds and Intel Capital. Rapid adoption of mobile and other connected devices is, among consumers, the major ongoing trend the market has ever seen. According to a 2013 comScore and Jumptap study, consumers, for the first time, spent more time on mobile and tablet devices than on any other medium. This massive change has made advertising companies to redesign themselves in accordance with this new and more challenging, multi-screen world. Today's brands and agencies are focused on using DSP's, ad exchanges and algorithmic audience data providers to target and reach consumers across multiple platforms, at scale.In response to the dramatic shift in media consumption, "programmatic" channels and methods have taken center stage. Advertisers have to keep studying and adapting this new paradigm, and have to figure out the best ways to deliver relevant and compelling messages, which will require new levels of expertise, tools and business processes.Challenges for EntrepreneursCurrently the market is very crowded with new companies offering tech solutions for the quickly changing ad marketplace. One can fathom from Lumascape charts, how much dense and complex our industries have become. Entrepreneurs have to contend with market confusion caused by many competing companies making similar claims and also with big players which are dominating the space. However, smart businesses that can provide quality, targeted solutions that align to specific market needs, can always find an opportunity to grow and thrive. (As told to Thomson Antony)Jason Young, CEO, Crisp Media.Jason Young
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