Hearst Magazines Digital Media has signed on with Crisp Wireless to try its new fixed placement mobile ad product, called Adhesion. It plans to roll out the product in mobile versions of Cosmopolitan, CosmoGirl, Marie Claire, Esquire, House Beautiful, Good Housekeeping, Redbook, Harper’s Bazaar and Seventeen.

Always Above the Fold

Adhesion answers a common complaint among mobile advertisers, the firm said: oftentimes such ads are overlooked because they go out of view as soon as the user scrolls past it. Adhesion's fixed placement technology remains in place “above-the-fold” reappearing each time the user stops scrolling.

Viewers have the opportunity to either expand or close the ad from view, according to a video introducing the technology [video]  They can also save, or share the ad content through email or social networks. Adhesion can serve display ad units, such as MMA banners, from third parties, including ad networks.

The service also comes with a back end management platform that provides reporting, real-time analytics and optimization capabilities.

Leading the Way

It is not surprising Hearst is the first publisher to try Adhesion as the company has been experimenting with several different mobile technologies. Earlier this month it announced it would develop new inventory through a service offered by Format Dynamics called CleanPrint.

The application reformats a printed web page into a magazine-like format when an online reader prints it out - along with a targeted ad that only appears on the print out.

Hearst is rolling out the service to other online magazines including Cosmopolitan, Country Living, Delish, Esquire, Harper's Bazaar, House Beautiful, Marie Claire, Popular Mechanics, RealBeauty, RealAge, Redbook and Seventeen.

Hearst has also been instrumental in developing the Skiff Reader, a rival platform to the Kindle for magazines and newspapers.