News Home > Corporate Internet
New 'tranners' offer further online advertising opportunities
UK e-commerce firm Tailgate Technologies is launching a new method of making online purchases through banner ads.
Transactional banners, or 'tranners', will allow consumers to buy items such as movie tickets through the advertisement itself, meaning that they won't have to leave the host website.
The technology is being first used in a tie-up with Paramount to promote and sell tickets for the film The Kite Runner. Users simply tap in their location and they can complete the transaction there and then.
This means that host sites benefit from not losing users, while consumers themselves get to book tickets (or buy other products) quickly and efficiently.
"This technology will significantly alter display advertising for the better," said Tailgate's Chris Autry, Emanuel Levy reports.
"Online display advertising is here to stay and our aim is to make it a good experience for the consumer and advertiser alike. The web is about convenience and this is great step in that direction."
It remains to be seen how willing shoppers will be to make purchases in this way if they cannot see the full front page of the site, along with terms and conditions, and so on.
Nevertheless, it could represent a significant jump forward in online advertising, which is set to grow by almost a third next year, according to GroupM.
Corporate Internet news posted on 17 December 2007
