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BizReport : Trends & Ideas archives : July 15, 2007


New type of banner ad launched

A banner ad for online impulse buyers is the latest offering from London-based interactive communications agency, Fhlame. Will consumers embrace this new shopping-channel or will security fears get in the way?

by Helen Leggatt

tailgate%20logo.gifBanner ads are moving on from simply being eye-catching links to advertiser’s webpages. Fhlame has developed “Tailgate” which they call “the World’s first fully transactional web 2.0 banner system”. In simple terms, the banners display products or services that the consumer can purchase via the banner, without having to go to the vendor’s website. In the late 1990’s a similar concept was touted called AdPulse.

Navman, a satellite navigation company, has recently used Tailgate technology and generated exceptional response rates of 15+ percent on a range of motoring websites. Compared with typical banner ad response rates of up to 1 percent, the Navman transactional banner ads pulled in response rates of 18.6 percent on Skysports.com, 16.4 percent on Telegraph.com’s motoring section and 16.8 percent on television programme Fifth Gear’s website. It would be interesting to see the conversion rates to see whether curiosity about the new ad format, or the convenience of the immediate sale, was the pull.

The ads require the purchaser to enter their credit card and personal details in to the banner ad in order to complete the sale. Many believe this to be the fly in the ointment. While the transactional ads are deemed secure, and display a padlock icon for reassurance, it is still open to abuse. Phishers, in particular, could easily generate official looking transactional ads which merely collect credit card data.

While consumers are constantly being reminded to be aware of where they use their credit cards online they are now being encouraged to part with their financial details via a banner ad. It will be interesting to monitor the progress of this new banner ad format.






Tags: banner advertising, phishing, Tailgate, transactional banner ad








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