The Untapped Profit Opportunity For Ecommerce Sites
The first 15 years of online retail saw breakneck growth and little reason to focus on anything but transactional revenue. As the medium matures, the smartest retailers will recognize they are sitting on a gold mine of media impressions and consumer behaviors that can keep the bottom line growing even as transactional growth slows. Retail Web sites boast one of the best audiences a marketer could ask for: people who are actively researching and shopping products, practically raising their hands that they are currently in-market. In fact, brick-and-mortar stores have recognized this value for years, selling their suppliers premium placement such as end-cap displays, eye-level shelf space, and store circular ads. Yet most online retailers are barely scratching the surface of the potential. The untapped media sales opportunity in online retail becomes even clearer when you look at conversion rates. Typically less than 5% of a Web site’s shoppers actually transact — but 100% of that traffic is valuable to advertisers since many of those shoppers will go on to buy elsewhere. So why haven’t online retailers stepped up their game for in-store advertising?
Read More: MediaPost
YuMe Adds Brand Security
Online video has the undisputed numbers to attract advertisers, now it needs to inspire the confidence to seal the deal. To that end, video advertising technology company YuMe today announced that it has added brand security capabilities to its ACE technology platform. The new capabilities leverage YuMe’s proprietary domain detection technology, which can collect detailed information about the in-page environment of a syndicated or embeddable player when it makes an ad request, even when the player is not associated with a companion banner. This allows YuMe to prevent ads from running in video players that have been embedded on inappropriate websites, and to work with publishers to constantly monitor and improve the list of sites where their syndicated and user-embeddable players are appearing. “The majority of online video publishers—including some of the biggest media companies in the world—have chosen to syndicate their premium online video content and to offer user-embeddable video players, and we want to be able to reach these online video audiences while keeping our customers’ brands safe” said Jonathan Nelson, CEO of Omnicom Digital. “We are pleased that YuMe has chosen to make an ongoing investment in brand security, combining regular monitoring and research with proactive technology to prevent inappropriate impressions before they happen.”
Read More: DigidayDaily
IPG and AOL Unveil Plan to Improve Retail Marketing
Madison Avenue officially kicks off one of its annual summer rites today – in the South of France – where agencies will compete to prove who is most innovative and creative during the 57th annual Cannes Lions advertising festival. Some of the competition will take place during the judging sessions, of which one judging insider tells OMD U.S. agencies have made the most number of entries to the “short list,” followed by Sweden. Some of the competition will take place in presentations and panel discussions. And some of the competition will take place in the obligatory press announcements that agencies use to score bragging rights amid all the industry attention. Interpublic’s Mediabrands was first to score on the latter front, announcing an innovative online retail marketing initiative with AOL. The deal, which the companies boasted would “re-invent digital retail advertising,” combines the research and development assets of Interpublic units with the ability of AOL to mobilize and activate its massive online user base. The end goal is to develop new technologies that benefit both online consumers and marketers in the retail marketing process.
Read More: MediaPost
