Audio Book Club Inc. in Boca Raton, FL launched a new rich media advertising
campaign using Narrative’s Enliven that allows Internet viewers to order four
audiobooks directly from the banner ads — for a penny.
Of course, those who accept the offer agree to buy four more audiobooks in the
next two years at regular Club prices.
Using Narrative Communication Corp.’s interactive advertising technology, a
secure electronic commerce-enabled transaction is handled completely through
the ad in five steps without leaving the Web page. Spending on the campaign
was not disclosed.
The ad will run in rotation on several high-traffic publishing sites across
the Web, including broadcast.com, MSNBC, and WhoWhere? on the Lycos Network. It
can also be viewed on the Narrative Web site.
Since the company began its Internet marketing program in January, hits to its
Web site have increased from one million to over 11 million. The company now
claims 390,000-plus members..
“The demographics of the Internet fit perfectly with that of audiobook buyers
and as a result, a high percentage of our new sales now come through the Web,”
said Norton Herrick, chairman and CEO of Audio Book Club. “We see Narrative’s
electronic commerce-based Enliven advertising technology as an extremely
effective means in getting the word out to an ever-growing base of potential