The clickthrough banner ads and contextual links were meant to work in tandem—those looking at a particular artist and noting that Dada.net’s link made music available could review the brand’s banner ad on MOG.com to learn more.
“So the challenge was to attract and convert a target of music lovers on a Web site where we were already doing other types of advertising,” Stellacci says. “But each of [the marketing approaches] has potential different audiences. The display advertising is more for consumers who are curious, who want to browse your catalog and your Web site. The contextual link is for users who are looking for a specific artist or track, so they will sign up because of that artist or track. While with the Tailgate banner, we were able to convert users who are more attracted by the idea of being able to access a monthly subscription with a monthly allotment of downloads.”
Tailgate says now, all U.S. MOG.com readers viewing a Dada.net banner are seeing the point-of-sale ad.
As for the point-of-sale ad’s overall performance, Stellacci says, “We have seen an improvement in the ROI of the campaign,” and Dada.net plans to increase the scope of its testing.
Around March, Dada.net will have explored how well the point-of-sale ads perform on a variety of sites and among a variety of demographics, says Stellacci. For example, how well does the ad play with young people? Techies? Entertainment site readers?
“The next test for the Tailgate technology will be to test it outside of a music-focused Web site,” Stellacci says.