adkeeper

Why Keep Ads? AdKeeper Keen on Coupons

  |  March 16, 2011   |  Comments

Brands experiment for free with new ad collection product.

AdKeeper launched this month with a range of major brand partners, but CEO Scott Kurnit says the startup is waiting to see how advertisers extract value from the platform. One strength could be in the online coupon and offers space, he suggested.

The product encourages users to click a small icon within display ads to save them to a personalized gallery on the AdKeeper site, to which they can return at a later date to continue their interaction with the ad or research the brand or product further.

The success of the platform depends entirely on consumer uptake of the ad keeping practice, so how can brands promote that behavior? Speaking with ClickZ this week, Kurnit suggested one incentive could be through the provision of special offers or coupons. An agency source confirmed that AdKeeper is pitching itself in part as a delivery vehicle for deal offers.

"Obviously offers and coupons are a good thing for consumers and they make complete sense for this platform," Kurnit said, adding that the company also owns the trademark CouponKeeper. However, the firm chose to adopt the wider label of AdKeeper in order to attract a greater range of advertisers, he said. "There's no question that we like offers, but product research and brand merit also have value."

The company's existing roster of 60 advertisers are making use of the service for free until August, with the vast majority using existing creative rather than custom executions tailored for use with the button. Down the line Kurnit hopes advertisers will create ads specifically designed to be kept. One example he used was the auto industry, for which advertisers might include detailed specifications designed to aid the consumer's purchase consideration process.

Kurnit said he could not predict which portion of those 60 launch partners might turn into full-fledged paying customers. He suggested the free period would extend beyond August to prove value to advertisers and agencies.

In terms of pricing, the AdKeeper icon can be implemented free of charge across any campaign, with advertisers charged only when a user returns to view ads in their AdKeeper gallery, on a CPM, CPA, or CPC basis. Advertisers aren't charged when a user clicks to keep an ad but fails to view it later, though Kurnit argues that action is in itself an act of engagement.

If and when the product scales, AdKeeper might build detailed behavioral data sets with which to retarget users. But Kurnit stressed that the company has no intention of using or selling user data, apart from providing aggregate reports to its own first-party advertisers.

"We aim to be the most respectful advertising company in the world, and will not use data for retargeting or remarking… We don't need any of that stuff, were not a data play," he said.

Tags:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Resources

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...