I must say that I have always loved online advertising based on banners or their derivatives. It?s an Internet I don?t believe in and yet understand. But I must say that I really enjoy following the development of formats and substitutes of the banner (skycraper, superstitial or box ads).
A short while ago I noticed the solution given by Tailgate of creating transactional banners, a technology for creating banners which provides a secure way to purchase the product or service from the banner itself.
It?s worth taking a look at a few examples on Tailgate?s website to see how it works:
It seems so promising that Chris Autry, one of the people behind Fhlame ? the company which has developed Tailgate – recently said:
“Tailgate is not solely about transactional banners, it’s about changing the online advertising equation significantly. Why just advertise when you can allow people to get something useful done instead? Make the web an application like it should be.”
But there are too many reasons why it will be hard for an advertising format with a transaction included to work: Such as:
– The perceived lack of security because of having to enter sensitive data in a banner.
– The difficulty of closing a sale by displaying the product in such a small space as a banner.
– The need to get information on shipping or dispatch.
Apart from anything, are we users so impulsive that we will buy from a banner? In other words: when we want to buy a product, how relevant is having to go to a webpage to buy instead of doing it in the banner?
The truth is that we have seen similar technologies in the past, like Narrative, Click2Buy or Adpulse, which never became popular. But we all know who could covert this technology into a habitual vehicle for shopping: good old Google, which could develop the same gadget ads in online stores like ?tailgate?.
Regardless of what Google does, I think transactional banners are interesting enough to bear in mind for the online marketing of certain products (with low involvement or relevance or really well-known products) by highly reliable advertisers and on certain websites. Does anyone seriously doubt that Apple could sell its ipod or iphone using this type of format on its own or the itunes website and that it wouldn’t work?