Next Level eCommerce?
Atomisierung von Online Shops
Beispiele und Anwendungsfälle
Stefan Betzold, 23.11.2008
www.pier314.de

Current eCommerce Model
Low user acceptance of display ads lowers sales potential
• Poor experience for consumers
• Passive display ads with low CTR
• Expensive and ineffective for advertisers
• Single eCommerce site to sell products
• Publisher looses user to advertiser site
Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold 2

Next Level eCommerce Model?
creating multiple points of sale as additional channel
• Dynamic interaction units increase attention
• Full sales process possible within the unit
• Distributed eCommerce over entire network
• All ad spend becomes direct sales channel
Next Level eCommerce? Atomisierung von Online Shops Stefan Betzold *Source: Tailgate Technologies
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New eCommerce Opportunities
Integration into various promotion channels
1 Banner 2 Video 3 Widget / Application
Integration into any banner Dynamic overlay on video Development of sales
format: rectangle, skyskraper, streams to enable integrated widgets or applications for
superbanner. shopping processes social networks
Target: increase interaction Target: transform content Target: better monetize
rate and enable shop process areas to ecommerce units social media environment
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Use Cases 1: Dynamic entry points
Key target: increase interaction rates with ads and banners and create
New entry points (videos, widgets) for the shopping process.
Shopping process is kept in existing ecomm-provider environment
Cases:
• Tchibo: Affiliate Marketing Widgets
• Stream 5: eCommerce Video integration
• SonyBMG Musicbox: Music Download Widgets
• Paypal Labs: Sales Widget Creator
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Use Case: Tchibo
Zanox Web Services Contest - Affiliate Widgets
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Use Case: Stream5
Video Overlays to enable shopping process
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Use Case: SonyBMG Musicbox
Download Widgets on Myvideo.de
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Use Case: SonyBMG Musicbox
Download Widgets on Myvideo.de
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Use Case: Paypal Storefront
Paypal Labs Sales Widgets
1. Product overview 2. product browse 3. shopping cart 4. Paypal payment process
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Use Case: Paypal Storefront
Sales Widgets
Easy and flexible set-up and customization of shopping widgets via widget creator
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Use Cases 2: full shop atomization in micro-shops
Key target: create full mini-shops that can be published and distributed
as banners in ad networks, as widgets or video-overlays.
Full shopping cart process is enabled in the new sales unit.
Cases:
• Kazzong: Music Download Widgets
• Adgregate: Shop Ads
• Tailgate Technologies: Banner & Video Overlays
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Use Case: Kazzong
Flexible Shop-Widgets for Music Downloads
Note: Kazzong filed bancruptcy in Mid November
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Use Case: Adgregate Markets
Turn Banner Ads in Shop Ads
1. Banner enables features: 2. Product detail view 3. Shopping card process
- Info about product - All product details - Full shopping process
- Buy now call-to-action - Browse through products - Credit card fulfilment
- Grab widget code - Add to shopping cart
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Use Case: Adgregate Markets
Manual campaign set-up process
1. Upload product list 2. enter campaign information
3. Define campaign creative 4. distribute into ad network
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Use Case: Adgregate Markets
Viral marketing potential through widget distribution
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Use Case: Tailgate Technologies
Full sales process in video overlay
1
Steps:
1. Call-to-action („buy now“)
enables Tailgate overlay
2. Product information incl.
recommendations
3. Full shopping cart process
4. Login & payment process
2 3 4
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Use Case: Tailgate Technologies
Customer interaction and lead-generation
1. inform about product 2. enter contact information 3. subscribe to newsletter
Warner Bros.
Newsletter
subscription in
video overlay
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Use Case: Tailgate Technologies
Direct subscriber acquisition
1. enter mobile phone number 2. receive PIN 3. start downloading music
Dada.net
Subscription for
music downloads
in banner
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Use Case: Tailgate Technologies
Connection via API to eCommerce database
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 Open Discussion
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