Direct Line Blog

Your ads don't have to annoy consumers

Share this article:

You ever find yourself baffled by the ads that appear along the margins of a given Web page? Because I'm the CRM reporter here at Direct Marketing News, I often search for CRM companies and products. Because of behavioral tracking, the almighty “Internet” knows this; so whenever I'm browsing a site, even if the site has nothing to do with CRM, I'll see advertisements for Salesforce Chatter. This would be great if I were an enterprise looking to connect with my colleagues on a private social cloud, but since I'm just a lowly reporter trying to book restaurant reservations, I'd much rather see, well, restaurant ads.

Shoebuy.com, an online footwear retailer, and HookLogic, a provider of e-commerce media services, have partnered to help Shoebuy offer relevant product placements on its online store. The company wants to create new merchandizing opportunities for the company's brand partners.

Shoebuy works with more than 1,100 brands that will now be able to showcase individual products throughout the site in relevant locations along the shopper's path, both companies said.

This partnership makes sense for several reasons: 1) Shoebuy can sell, track, and measure ads on its site; 2) Brand partners gain visibility on certain parts of the site they might not ordinarily be seen on; 3) As the privacy debate rages on, Shoebuy has figured out a way to offer relevant ads without intruding on consumer privacy; 4) Consumers won't see Salesforce.com ads when they're browsing for Air Jordans.

“Hooklogic's technology allows for brands to extend the reach of their relationships with Shoebuy,” said James Keller, Shoebuy's CMO. “It's very important to make sure ad placement and product placement don't diminish the customer experience. You've got to make sure that it isn't something that diminishes the site experience.”

Since we're on the subject of relevant ads that don't diminish my site experience, can someone do something about ads that interrupt my app experience? Nothing annoys me more than those apps that drop down from the top of the iPad screen during a round of Angry Birds. The game makes it difficult enough to score three stars; the last thing I need is a drop-down ad for hotels to appear while I'm measuring speed and trajectory to obliterate the green pigs. I know, I know. These ads are what allow the Angry Birds app to be free in the first place, but still, if I'm annoyed by your ad, chances are I'm not buying whatever it is you're trying so hard to sell.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

Relevance Is the "Sole" of Finish Line's Remarketing

Relevance Is the "Sole" of Finish Line's Remarketing

How the athletic footwear retailer applied its email remarketing tactics to Facebook.

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.