Frost & Sullivan has announces that The 2008 European Online Advertising Technology Innovation of the Year Award goes to Tailgate Technologies, the London-headquartered interactive transactional marketing company. The award was presented in recognition of the company’s innovative Tailgate transactional advertising technology, which is expected to have a disruptive effect on the online advertising and e-commerce industries by closing the gap between advertising and sales.
“Tailgate Technologies has the ability to change the way online advertising will evolve in the coming years,” notes Frost & Sullivan Research Analyst Zachariah Thomas. “Transactional advertising will boost online sales by capitalising on the technology’s ability to facilitate impulse purchases, without re-directing the customer to another e-commerce site.”
Tailgate Technologies’ unique transactional advertising technology, Tailgate, has the potential to revolutionise online advertising by allowing customers to have a more direct interaction with the advertiser, while allowing a simple and secure means of commercial transaction within a single display unit. This is accomplished by treating advertising as an application, which encompasses the entire e-commerce value chain into a single unit.
“Tailgate technology provides a means for advertisers to close the gap between marketing and sales and enables everything within a single point of contact with the customer,” states Thomas. “Once a potential customer sees the ad, they can make an impulse purchase depending on the product advertised (or purchase a movie ticket while viewing a trailer or a movie clip) by providing the appropriate information.”
By letting users do everything on one site, the advertising campaign can hope for a higher return on investment while reducing the cost it takes to acquire a customer. This form of advertising is also good from the perspective of the site owner, who can retain the visitor for longer.
“By using existing technologies such as Flash and Ajax, Tailgate provides users with information about a product or service and also allows users to interact with the advertiser for a purchase without going to another website,” remarks Thomas. “The transactional unit is a self contained application, which looks like a traditional Internet advertising banner, video, or widget but has the ability to perform secure financial transactions using payment gateways.”