E-commerce operation ShopNow.com Inc. and 24/7 Media launched Click2Buy
commerce-enabled banner ads.
Click2Buy allows consumers to transact purchases within online banner
advertisements, making the banner ads the actual point-of-sale. Visitors are
not required to leave the current site.
ShopNow.com developed the technology, which will be licensed to 24/7 Media
for use across the 24/7 ad network.
The two companies, which entered into a co-marketing agreement six months
ago, have a mutual investment in each other. 24/7 Media has a 15 percent
equity stake in ShopNow.com that allows 24/7 Media to offer e-commerce
technology to its advertising clients.
24/7 Media said it will deploy the Click2Buy technology across its network
of 300-plus Web sites, which reaches more than 55.5 percent of the online
audience in the U.S., according to Media Metrix.
ShopNow.com’s business-to-business commerce division CommerceTrust.com will
provide the technology platform powering the payment processing for Click2Buy
customers. 24/7 Media will participate in transaction revenue.
Visitors to any Web site click through a banner ad that is clearly branded
with the Click2Buy logo. This provides a consistent look and feel to assure
customers that they will not be driven from the site they are currently
viewing.
Once the banner is clicked on, a new window opens up on the current
site. The user purchases the product or service, fills out an order form and
enters a credit card number all within the pop up window. The transaction is
entirely contained within the pop-up window. After the purchase is complete
the user returns to the site from where they began.
“This positions 24/7 Media squarely in the midst of the e-commerce space,”
said David J. Moore, CEO of 24/7 Media.
ShopNow.com Inc. offers business-to-business and business-to-consumer
e-commerce services to businesses. The ShopNow Network is comprised of online
access to more than 30,000 businesses.
Its CommerceTrust.com division provides
business-to-business e-commerce products and services.
