I'm all for ringing the bell on this one. Called it actually almost a month ago where consumers are going to start seeing more and more integrated content inside ad positions.
Why all the fuss? It's called click-stream personalization. As an advertiser, you spend all this money to gain mind share and then the path the customer needs to follow in order to engage your outdoor brand is...well....it's a pain in the ass.
Case in point that solved this issue is a recent campaign coming through from Land Rover. Cool ad spot, and then some bling on the back end with an XML feed that integrates with the dealership API. In english this means users can interact with the ad unit and find out where the local landeee Store can be found.
Why all the fuss? It's called click-stream personalization. As an advertiser, you spend all this money to gain mind share and then the path the customer needs to follow in order to engage your outdoor brand is...well....it's a pain in the ass.
Case in point that solved this issue is a recent campaign coming through from Land Rover. Cool ad spot, and then some bling on the back end with an XML feed that integrates with the dealership API. In english this means users can interact with the ad unit and find out where the local landeee Store can be found.
While finding a Land Rover store may not be on the top of the list for your average outdoor enthusiast, finding that niche product for camping or hiking that makes anyone a hero is on the list. And you know what? When you brand with us and then that person has to:
- Click on the ad .5 - 3% of the time
- Land on your company page and stay there
-Find your dealer locator
-Type in their zip
-Look to see which local store carries the goods
What you'll find is that quite a few folks drop off during the process. So by having the zip locator inside the ad, we can take care of all of that for you.
One more thing. That top ad with Land Rover? It costs $2,000 to develop and around $2.50 CPM just to run it. The bottom ad I am showing ( which by the way an outdoor brand has already signed up for a Q4 launch) is free. We take care of the whole thing and you only pay for the placement.
Soup to nuts....we understand your market. We in fact use store locators often and in fact, we buy online when we can ( 3x as much as Joe Public ) or we shop in stores so we can see your merchandise live and respect the stiching ( 1.5x as much as Joe Public).
- Click on the ad .5 - 3% of the time
- Land on your company page and stay there
-Find your dealer locator
-Type in their zip
-Look to see which local store carries the goods
What you'll find is that quite a few folks drop off during the process. So by having the zip locator inside the ad, we can take care of all of that for you.
One more thing. That top ad with Land Rover? It costs $2,000 to develop and around $2.50 CPM just to run it. The bottom ad I am showing ( which by the way an outdoor brand has already signed up for a Q4 launch) is free. We take care of the whole thing and you only pay for the placement.
Soup to nuts....we understand your market. We in fact use store locators often and in fact, we buy online when we can ( 3x as much as Joe Public ) or we shop in stores so we can see your merchandise live and respect the stiching ( 1.5x as much as Joe Public).
