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BizReport : Advertising archives : October 14, 2011

3D, Mobile, Ecommerce: Changes to how you'll create campaigns

Just in time for the holiday shopping season, several advertising platforms are rolling out new products to help brands better engage. With about four weeks before the rush begins, now is the time to test which options may be best for your campaign. Below, we highlight four of the releases.

by Kristina Knight

First up, a partnership between X.commerce, Janrain and Paypal to make the check-out process simpler online. The solution will allow online shoppers to 'sign in' on retailer sites using only their PayPal information. This cuts out the 'Create an Account' step in the check-out process. Studies have shown that requiring shoppers to create accounts or register on etailing sites is a leading cause of cart abandonment.

Damon Hougland, general manager of Identity & informatics, X.commerce said, "Results from early adopters show that consumers are more willing to engage with merchants because they can use their PayPal account to check out instead of having to deal with the hassle of entering name, address and payment information. This has huge implications for mobile commerce and merchant sales among new and existing customers."

Schawk has launched a suite of 3D products that should get some buzz going around the Internet. The suite includes Enhanced 2D, Lenticular 3D and Anaglyphic 3D solutions, giving brands the ability to create enhanced, impactful ads.

"We all know that 3D is big in film, and increasingly in television, as it's a fantastic way of bringing images to life and creating real impact," said Steve Puttock, Managing Director at Schawk's London office. "Our 3D capabilities . . . open up a fantastic range of opportunities for advertisers to catch the eye of consumers in an increasingly cluttered world."

Meanwhile Greystripe's new Ad Boosters - one industry focused and one with a social focus - should give mobile marketers a hand. The Ad Boosters are one of the first to allow mobile brands to target specific verticals within the mobile space; customized targeting like this has been shown to increase users' engagement with ads. The tools also offer sharing buttons, access to daily deals, buy links and other rich media additions.

Finally,Responsys has updated their SaaS suite of products to include mobile and distributed marketing applications as well as a Filter Designer which should help brands more quickly test filtering criteria for various marketing segments. The suite will also now offer a "Winner Selection", another option to test and segment message elements and combinations. For example, a marketer could test the combination of an email/social campaign against a display/social campaign.

Tags: ad creating, ad elements, advertising campaigns, ecommerce, Greystripe, Janrain, online advertising, Responsys, X.commerce

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