I saw a very interesting article over at TechCrunch today about a company who is purported to be reviving the online banner ad. The company, Tailgate, is allowing e-commerce to happen inside a banner ad. You can see an example of this here.
Here are my questions/issues with this. While I think this is a good idea in theory it has inherent downfalls, not the least of which is the fact that banner ads are not very effective and these particular ads could pose a security risk, or a perception thereof, for consumers. I've learned to tune ads out no matter what site I am on and a lot of other people have as well. Here's my quick take:
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- Capture impulse buys on complementary sites
- Let people see your top sellers before coming to your site
- Banner ads are mostly irrelevant for consumers
- Banners are interruption based (which is hopefully on its way out)
- People block banners out of their consciousness when surfing with a goal in mind
- There is a lack of trust (phishing and other scams)
- Also there is a lack of perceived security (no matter how secure it is)
- No way to identify authenticity of the offer or the host
How much better would the same advertiser money be spent to reach out to influential brand evangelists and/or bloggers? Why not join in the conversation instead of trying to interrupt it?
Overall, I think people still have some trust issues with e-commerce in general that need to be overcome before something like this has a real chance of making an impact. I'd be interested to hear from the company behind it on how they plan on reassuring people that their information is safe.
What do you think? Would you ever submit your credit card info through a banner?
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