Advertising.com has debuted a Web-based advertisement delivery system, allowing consumers to click on banner ads and choose whether they want the banner's message or coupon sent to their e-mail addresses or wireless devices.
Consumers using cell phones can direct special offers or brand messages to their phones by clicking on the ad and inputing their cell phone numbers. The same technology could also apply to personal digital assistants and pagers, said Scott Ferber, co-founder and CEO of Advertising.com.
“It's literally a one- or two-step process that doesn't take them away from their current page,” Ferber said.
One reason consumers hesitate to click on banner ads is because the ads take them away from the Web page they are viewing.
The banner ads will target consumers geographically.
“We can reach consumers in a designated marketing area who have demonstrated an interest in a particular product or service and the willingness to print, e-mail or use wireless coupons,” he said.
A fast-food chain, for example, could target banner ads promoting discounts on one of its sandwiches to consumers age 25 to 34 in a specific region or state.
Advertisers will also be able to track the results of the banner ads with Advertising.com's AdLearn technology, which determines where campaigns work best and automatically refines the campaign's placement.
Advertising.com typically purchases banner ads for an advertiser on 2,000 Web sites that are most appropriate for the advertiser. The AdLearn technology allows Advertising.com to automatically change the placements that are not getting consumers' attention.
The paperless coupons or promotions under Advertising.com's new initiative will save companies money that they normally spend on printed coupons and ads, according to Ferber.
“This will be much easier to use and distribute than normal coupons,” he said.
On wireless phones, the coupons will appear as text messages that consumers can show to the retailer running the promotion.