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BizReport : Advertising archives : March 19, 2008

Channel Intelligence ad network adds 100 brands

More marketers are beginning to sign on with advertising networks, hoping that offering targeted ads to specific content sites will help with the ROI of online campaigns. More than 100 advertisers recently signed on with the global Channel Intelligence ad network.

by Kristina Knight

Tom Geraghty, Senior Vice President of the CI Ad Network said, “Our program takes the benefits of where-to-buy functionality to the next level by providing product-level pricing and inventory to consumers. They want to make informed buying decisions and our program helps them do that.”

Here is how the network works: consumers who are looking for a specific product are directed to sites within the ad network. Once they are connected to a manufacturer's product page, the consumer is given product information, along with in-stock and where to buy (either online or in-store) information.

The drastically reduces the amount of time consumers spend searching for product purchasing information and also helps users remain engaged in the process by not offering too much "white noise".

Revenue is on a cost-per-acquisition model.

Conversion rates are quite high, nearly double that of other comparison shopping engines because consumers are referred to the network from manufacturer brands. According to some research, more than 55% of consumers logon to a manufacturer site for specific product information. More than 45% logon to find purchasing information.

Tags: advertising network, online advertising

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