Paramount (VIA-B) is using the technology of Tailgate to market their critically acclaimed film "The Kite Runner."
While the banner being used to advertise The Kite Runner is called a banner, it definitely isn't the banner we saw in the early days of the web.
With this particular banner, which you can view here, there is included a quick flash presentation of the show, a couple endorsements from movie critics, and then an offer to buy tickets for the film.
If you choose to buy tickets, which can be done within the banner, you can search by city, state or zip code and make your purchases right there. The only time you would leave the banner would be if you wanted to check their privacy statement or terms and conditions of the purchase. The tickets themselves are sold through movietickets.com
This banner is really a miniature web page. You have what we could call a landing page, then the included testimonials, finally, basically a shopping cart for making a transaction. All of that in a litte 300X250 banner.
One of the strengths of this is it can be offered up just like any other banner.
Banners of struggled for some time because of the former ubiquitousness of the technology. Their use in the past as a direct marketing tool has long been dropped for the current use of banners for branding. This is definitely one way of reintroducing the banner ad as a direct marketing tool.
Will it work? These are the types of tries that will answer that question. There have been some security concerns in the past, at least perceived ones, which don't really seem to be something to be worried about. Of course Tailgate, and others like them, will have to make sure they're on top of their game with that, as any major breach could cause the technology to fail for making purchases through it.
The major question to me seems to be what will be the best use of the technology, as far as it relates to making purchases. What products may be the best to test to get the new banner ads in front of consumers? This deal with Paramount is a good opportunity for the company to test out the entertainment sector. It seems it has been slow to be accepted by marketers at this time. There needs to be more examples of success to market the product around.
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