The sale of advertising space within these sites emerged as an alternative source of income for online retailers.
When we think of how an eCommerce generates income, we tend to think of the sales transaction on the web, which is an extension of traditional business or even the main business of enterprises that use Internet as sole sales channel (pure players ).
Today, many have identified a new revenue stream for your business: advertising within the site.
In 2005, 10 years ago, eBay was the Raider in this paradigm shift and was encouraged to find alternatives to monetize its large digital hearing forms.
ECcommerce sites now account for much of the traffic on the Internet, even more important when we think in terms of traffic on mobile devices.According to ComScore, in 2014 in Latin America, these sites generate over 95,000 million page views, and 9,500 million in Argentina.Internet gives consumers the power to evaluate, research and purchase online, changing consumer habits of Latinos.Multichannel shoppingToday there are no buyers "online" and "offline", simply consumers with a multichannel experience.In this process, the consumer typically uses the Ecommerce to find information, compare prices and see recommendations, since visitors seldom go on to become sales.Besides the high volume of visitors they receive daily online shopping sites, they have another important asset: information about their audiences.For example: gender, age, demographics and interests. This degree of segmentation has tremendous value for advertisers because it allows them to run their campaigns to specific and purchase intent audiences.That is why already for years online shopping sites have become strategic players in terms of Internet advertising.In Latin America, one of the pioneers in implementing advertising within the site was the Brazilian chain Magazine Luiza, with AdSense for search. Each time a user had a search within the site, an ad is displayed at the bottom of the results page.Not seeing a negative impact or conversion rate, or the user experience, since the retailer is allocating revenues from advertising sales to new marketing actions.Today, many eCommerce companies trading platforms using ads as a way to monetize their digital inventory without incurring incremental costs and accessing a simple way to manage campaigns.According Tassia Sofia, Marketing Manager of the Brazilian retailer Machine Vendas, the area of Trade Marketing operates not only as an advertiser but also as a publisher: "Due to the simplicity of the process of selling inventory through the Google platform AdExchange, we can better focus our efforts on specific projects to better serve the needs of our advertisers. Currently the income generated by selling advertising are a new line of business for machine bands ".In line with this trend, Cnova Brazil created a new business unit called Supernova to manage advertising campaigns in some of the largest eCommerce portals country: Casas Bahia, Extra and Ponto Frio. The audiences of these sites are comparable with major portals in Brazil and are even selling their audiences programmatically.Towards the futureThe future lies in providing innovative ways for advertisers to better target their campaigns in this new channel.Imagine, for example, if an advertiser shampoo for children, which would have the option of serving their campaigns in sections of games and furniture for children.Surely they will give the desired segment. Some advertisers like Netflix are buying inventory programmatically and are observing a significant impact on the return of their campaigns.Leveraging these advantages eCommerce sites, advertisers can use these new media to better communicate with their audiences and gain access to valuable information that allows them to make better segmentation
The equation is beneficial to all parties.Better experience for users to receive relevant ads, better return for the advertiser to reach their audience more effectively target and also for the retailer. The latter generates more intelligence in terms of audience profile and navigating your site also displays a new source of revenue with significantly higher margins to the core business.This strategy provides a livelihood to continue investing in what they do best oline sales sites, which sell products and services online.
When we think of how an eCommerce generates income, we tend to think of the sales transaction on the web, which is an extension of traditional business or even the main business of enterprises that use Internet as sole sales channel (pure players ).
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| ecommerce sites put their cards in advertising |
Today, many have identified a new revenue stream for your business: advertising within the site.
In 2005, 10 years ago, eBay was the Raider in this paradigm shift and was encouraged to find alternatives to monetize its large digital hearing forms.
ECcommerce sites now account for much of the traffic on the Internet, even more important when we think in terms of traffic on mobile devices.According to ComScore, in 2014 in Latin America, these sites generate over 95,000 million page views, and 9,500 million in Argentina.Internet gives consumers the power to evaluate, research and purchase online, changing consumer habits of Latinos.Multichannel shoppingToday there are no buyers "online" and "offline", simply consumers with a multichannel experience.In this process, the consumer typically uses the Ecommerce to find information, compare prices and see recommendations, since visitors seldom go on to become sales.Besides the high volume of visitors they receive daily online shopping sites, they have another important asset: information about their audiences.For example: gender, age, demographics and interests. This degree of segmentation has tremendous value for advertisers because it allows them to run their campaigns to specific and purchase intent audiences.That is why already for years online shopping sites have become strategic players in terms of Internet advertising.In Latin America, one of the pioneers in implementing advertising within the site was the Brazilian chain Magazine Luiza, with AdSense for search. Each time a user had a search within the site, an ad is displayed at the bottom of the results page.Not seeing a negative impact or conversion rate, or the user experience, since the retailer is allocating revenues from advertising sales to new marketing actions.Today, many eCommerce companies trading platforms using ads as a way to monetize their digital inventory without incurring incremental costs and accessing a simple way to manage campaigns.According Tassia Sofia, Marketing Manager of the Brazilian retailer Machine Vendas, the area of Trade Marketing operates not only as an advertiser but also as a publisher: "Due to the simplicity of the process of selling inventory through the Google platform AdExchange, we can better focus our efforts on specific projects to better serve the needs of our advertisers. Currently the income generated by selling advertising are a new line of business for machine bands ".In line with this trend, Cnova Brazil created a new business unit called Supernova to manage advertising campaigns in some of the largest eCommerce portals country: Casas Bahia, Extra and Ponto Frio. The audiences of these sites are comparable with major portals in Brazil and are even selling their audiences programmatically.Towards the futureThe future lies in providing innovative ways for advertisers to better target their campaigns in this new channel.Imagine, for example, if an advertiser shampoo for children, which would have the option of serving their campaigns in sections of games and furniture for children.Surely they will give the desired segment. Some advertisers like Netflix are buying inventory programmatically and are observing a significant impact on the return of their campaigns.Leveraging these advantages eCommerce sites, advertisers can use these new media to better communicate with their audiences and gain access to valuable information that allows them to make better segmentation
The equation is beneficial to all parties.Better experience for users to receive relevant ads, better return for the advertiser to reach their audience more effectively target and also for the retailer. The latter generates more intelligence in terms of audience profile and navigating your site also displays a new source of revenue with significantly higher margins to the core business.This strategy provides a livelihood to continue investing in what they do best oline sales sites, which sell products and services online.
