Banners get e-commerce boost
Streaming firm Narrative Communications introduces ad technology that lets surfers buy goods directly from a banner ad.
The technology, dubbed "Enliven Impulse," aims to provide a solution to one of the greatest frustrations for advertisers--the fact that very few people who see banner ads actually click on them.
"I think it's something that really changes the nature of Internet advertising because all of a sudden, instead of having these flat boring little banners, they turn into something that actually helps the user accomplish something they need to do," said Jim Nail, a senior analyst in media and technology for Forrester Research.
Although the viability of advertising and commerce over the Net is no longer questioned by most, companies are constantly pursuing differing avenues, seeking better advertising strategies and technology. Many have tried pop-up windows and ads that interrupt surfing, for example. Most keep returning to the now-standard banner ad, but some firms have tried to jazz up banners so people actually pay attention to them. For instance, some banner ads now are animated or offered in real time.
Retailers 1-800-Flowers, Eddie Bauer, and Godiva Chocolatier are using the ads to promote goods they think surfers will be willing to purchase without shopping around. Both 1-800-Flowers and Godiva are using them to promote Mothers Day products.
Dustin said multimedia-rich ads help draw consumers who might otherwise ignore them.