Tailgate turns banner ads into points of sale
- Sep 11, 2008
A new type of advertising, dubbed “checkout marketing” by its creators, seeks to increase advertising effectiveness by turning online ads into points of sale.
The Tailgate ecommerce technology is expected to offer advertisers an average 50 times higher uplift in brand interaction and five times higher conversion rates. It enables companies, for the first time, to transform any online display unit into a fully integrated, secure e-commerce channel which makes purchasing goods and services direct from brands quick, easy and safe for consumers.
Potential customers can act on impulse and purchase directly through the advertisement - buying cinema tickets whilst viewing a movie trailer, for example, or making a donation to a charity of their choice.
The technology provides 256 bit security for each transaction and ensures the user’s security and privacy by deleting all details after 90 seconds. Additionally, Verisign secures the secure socket later connection from the units to the main e-commerce Web server and payment gateway used.
Several major retailers, financial services companies, online travel companies and entertainment companies in ten key global markets are already or are about to use Tailgate. Those currently using the technology are enjoying interaction rates of between 14 and 18 per cent. Clients include Warner Brothers, Paramount, NBC Universal, and FOX.
Chris Autry, CEO of Tailgate Technologies, said: “We firmly believe that this technology will transform online display advertising from a passive experience into a relevant online tool for consumers by turning what are currently considered ‘annoying adverts’ into useful applications, giving them the consumer ‘pull’ they’ve traditionally lacked.”