Paramount using transactional banner ads

Back in July, Tailgate launched a fully transactional web 2.0 banner ad system. It enables consumers to make a purchase by entering their credit card details directly into an interactive “transactional banner ad”.

by Helen Leggatt

At the time, a satellite navigation company, Navman, reported exceptional response rates when they used the transactional banner ad format on targeted websites.

Paramount is the latest big name to try out the transactional banner ads. To promote a new movie, “The Kite Runner”, Paramount will run banner ads that allow Internet users to select their local cinema and purchase tickets to the film, all from within the banner ad and without leaving the host site.

The transactional banner ads can be served to any publisher’s website as no additional tweaking is required on their part, and the application ensures that secure transactions can take place on a secure or non-secure website.

An example of the movie’s transactional banner ad can be viewed here.

Of course, it remains to be seen as to whether Internet users are ready to part with their credit card information so readily, and without first having had access to privacy and security terms and conditions and the added reassurance of being on a cinema’s brand page.