LOS ANGELES--(BUSINESS WIRE)--Shopzilla Inc., a leader in connecting buyers and sellers online, announced today that its new media solutions and audience targeting division, Aisle A, will launch in Europe, offering marketers access to proprietary shopping intent data, evolving premium retail inventory, and a unique position in the retail ecosystem. As part of this development, the company is adding an array of new features, such as enhanced audience targeting, unmatched rich media capabilities in the retail space, and unique display products to its current portfolio of advertising offerings.
Aisle A will feature display advertising across Shopzilla’s owned and operated shopping sites—Beso, Bizrate, and Shopzilla—as well as on premium partners across the web. The new partnerships will extend the company’s consumer reach to over 10 million monthly shoppers across Europe. In addition, Aisle A will pioneer the company’s intent-based marketing initiative, providing highly targeted advertising solutions that allow marketers to reach qualified consumers based on what they are in-market for today as well as the future from lifestyle and life-stage profiles defined by their shopping behaviours.
“Since expanding our display media capabilities in the U.S. we have seen impressive results for clients, and double-digit growth for our business,” noted Craig Teich, Vice President & General Manager for Aisle A. “Given the performance to date we are excited to expand these services, further connecting buyers and sellers in Europe.”
Marketers are increasingly looking for more transparency and improved quality in the fast changing display advertising space. Aisle A is well positioned to deliver on these industry demands by owning quality in-market inventory and quality intent data. Control over its inventory and data assets also allows Aisle A to deliver custom tailored contextual and audience targeting programs that networks and supply aggregators simply cannot provide. With transparency and quality at the core of its proposition, Aisle A delivers something unique to the market.
“The quality of our data from the purchase intent demonstrated by our online shoppers, is translating into valuable and addressable audiences, that marketers will be able reach both on and off site,” comments Adam Yates, Aisle A, Director of Sales Europe. “These audience aisles will enable marketers to deliver their messaging effectively and confidently, with sector leading formats; so important during these challenging economic times when advertisers need to make every £ count.”
Research Supports Effectiveness of Retail Environment
Awareness and receptivity to online advertising is greatly impacted by the type of site and activity a person is engaged in—such as shopping, emailing, or watching videos—according to a survey commissioned by Aisle A. Consumers are most likely to notice and be receptive to ads on shopping sites, followed by email sites and information/news/blog sites. The survey also found that when shopping online people are open to ads featuring products and services they are in-market for, as well as to relevant products and services targeted to their interests, even if they are not currently shopping for them. The online survey was conducted by Bizrate Insights, and included 4722 participants March 21-25, 2013.
“With credit cards in hand, the path to purchase during online shopping is a lean forward environment where people are more open to ads for products targeted to them, even if it’s not what they are actively shopping for,” noted Teich. “A shopping environment presents valuable opportunities for advertisers in all categories because they’re reaching active buyers. This study also highlights that retailers or publishers at the bottom of the sales funnel are sitting on valuable, engaged audiences for advertisers.”
- 85% of people agreed with this statement: When shopping online, I’m receptive to online ads for products or services that I am currently considering buying. For example, a person actively shopping for a digital camera on a retail site who is served an ad for a new digital camera is likely to be much more open and interested in that ad.
- 62% of people agreed with this statement: When shopping online, I’m receptive to additional products or services that are relevant to me (even if I’m not currently considering buying them) and targeted to my interests and buying preferences. There are generational differences here, with 69% of Generation Y (under 30) respondents agreeing, and 53% of Seniors (65+) agreeing. It’s not only what a person is in market for, but where they are that really matters. A woman who has been researching a family vacation is in an active buying mindset when she is buying clothes online for her kids, and therefore more receptive to an ad for a family cruise. Similarly an avid moviegoer is more receptive to a trailer for the next action film when he is shopping for a new TV.
- Consumers are most receptive to ads on shopping sites (57%), email sites (47%), information/news/blogs (25%), social media sites (22%), video sites (4%), and gaming sites (3%). Generation Y respondents are most receptive to ads on shopping sites (62%) while Seniors are most receptive to ads on email sites (56%).
This survey attests to the effectiveness of leveraging premium shopping and retail inventory when seeking to reach the most engaged and receptive consumers in the display ecosystem.
About Shopzilla, Inc.
Shopzilla, Inc. is a leading source of sales and consumer feedback for online merchants and retail advertisers. Reaching a global audience of over 40 million shoppers each month through both its destination websites and affiliate network, Shopzilla connects shoppers with over 100 million products from tens of thousands of retailers a month. Its unique portfolio of engaging and informative shopping brands—Bizrate, Beso, Shopzilla, Retrevo, TaDa, PrixMoinsCher, and SparDeinGeld—help shoppers worldwide discover, engage, review, share, and ultimately buy online. Headquartered in Los Angeles, CA, the company operates sites and business services in the United States, the United Kingdom, France and Germany. Shopzilla, Inc. is owned by Symphony Technology Group (STG).