Fully Transactional Banner Ads
There is a wonderful new player in the realm of banner advertising, “Flanners.” Flanners stands for fully transactional banners. The term comes from Fhlame, a digital ad agency out of London, and their product is aptly called Tailgate. Flanners allow advertisers to encase the entire purchase or lead generation process within a banner ad.
The idea is to further capitalize on the coveted impulse buy by allowing transactions within the banner ad and without leaving the page at all. The entire checkout process is held within the banner ad!
The checkout process seems very smooth and easy. This is very important in order to retain conversions, and I feel that keeping the purchase and checkout process clean and easy will be the biggest contributing factor of success.
This new product will breath new life into banner advertising; there is no other product like it out there. And currently Fhalme is currently working at securing a round of venture capital funding that would allow it further develop Tailgate. This could very well be THE banner advertising technology of tomorrow!
July 24th, 2007 at 10:40 am
This is good stuff. It is about time someone makes something useful to replace banners with! My question is, if you where buying ad space on MySpace and you where publishing this banner, would the entire transaction occur on Myspace? If so, that is brilliant.
July 24th, 2007 at 11:48 am
Hi John, the answer is a resounding YES! The complete transaction takes place within the banner. Checkout the screen shots in the post, I show the product viewing (note the arrows to scroll through product left or right), the adding to the shopping cart, and the actual purchase. This is definitely the future of banner advertising. Unfortunately they are not ready for the mainstream and are currently only taking on enterprise level clients and charging an arm and a leg.