When you think of IKEA, you probably picture a giant blue and yellow warehouse. IKEA is one of the largest retailers in the world, but its new advertising campaign has seen it focus on becoming as small as possible. IKEA designed and built an entire store that is contained in a 300 x 250 pixel display ad. It has placed the ad on Web properties and community sites, allowing viewers to browse by department and choose any of the 2,000 products that it displays.
IKEA positions its display ad as a tool to help customers browse and select the products that interest them, directing them to the main IKEA site to actually purchase their selections. Its true beauty lies in its ability to be placed on any Web site that allows advertisers to place an ad, meaning that IKEA’s smallest store can appear on literally millions of Web sites around the world.
Adaptive Avenue used its proprietary platform to build a display ad for Best Buy in 2008 that held 200,000 products.
Eric Schmidt’s endorsement surely reinforces the opportunity for more interactive display… and the resurgence of display advertising.
A recent study by IDC shows that display is growing faster than search… a rather profound conclusion.
The online version authored by Nicole Garrison-Sprenger ran as the “Entrepreneurs” feature with the title, “Giving Web Users More Control Over Ads”.
The offline version authored by Nicole Garrison-Sprenger ran as the “Entrepreneurs” feature with the title, “I Want My Web Easy”. It included two photos plus the following byline: “A St. Paul entrepreneur has developed technology that gives Web users more control over ads they see and lets them kick back and enjoy the show.”
Exercising the unique advantages of Remix…
We built the following suite of Best Buy ad units using ‘Remix‘, Best Buy’s application programming interface (API). An API is a publicly-available view of Best Buy’s vast product catalog.
These ad units are designed to leverage Remix-specific product attributes — attributes that are not available in Best Buy’s product feed for Commission Junction. We used a range of attributes to filter the product catalog by various dimensions and actively promote various product sets / catalog views. Once conceived, we built each ad unit in minutes — without custom development or technical intervention. We simply varied the Remix query that is attached to our presentation layer for each ad unit.We emphasized the following product attributes / promotional dimensions for this suite of ad units.- Sales Rank – Release Date – Nationally Featured – On Sale – Free Shipping – Customer Review AverageImagine the possibilities… many other variations are possible!
Adaptive Avenue was recognized by Jeff Pesek in the MN innovation / startup media for its innovative response to the current challenges of the lucrative, yet embattled online advertising space. We’re getting traction in the retail e-commerce segment with our high-performance, low-overhead solution that differentiates us significantly from the competition. Our performance-based model that integrates seamlessly with existing distribution systems is particularly attractive among high-volume internet retailers.
We created this Best Buy ad unit featuring ‘digital cameras’ in minutes — without programming — using Best Buy’s product feed for Commission Junction. The ad unit includes Best Buy’s entire inventory of digital cameras — approximately 200 products. The service is updated on a daily basis. It could easily be updated on an hourly basis or even more frequently.
This ad unit will provide Best Buy affiliates with a multi-product alternative to more primitive single-product and brand-level ad units. According to a study by Commission Junction, product links are in high demand by Web publishers because they increase conversion rates by 2x, on average, relative to brand links.
We’re prototyping a similar ad unit using ‘Remix’, Best Buy’s open API. Remix will provide even more flexibility than Best Buy’s product feed for Commission Junction.