July 17, 2009, 12:00 AM

Display ads with Buy buttons improve results by 41% at 1-800-Flowers.com

E-commerce-enabled ads for 1-800-Flowers.com delivered a significant lift in sales per impression over traditional banner ads during a Mother’s Day campaign, according to the two vendors whose technology helped power the ads.

E-commerce-enabled ads for 1-800-Flowers.com delivered a significant lift in sales per impression over traditional banner ads during a Mother’s Day campaign, according to the two vendors whose technology helped power the ads.

Alvenda is an ad network that delivers what it calls Shoplets-display ads that allow users to buy directly from the ads. Shoplet display ads look like any other display ads on the web until customers interact with the ad by moving their mouse over it then clicking on the ad to expand it into a fully-functioning shopping space. Customers can browse the advertised products and make purchases directly from the shopping space without leaving the site on which the ads are publshed.

Online retailer 1-800-Flowers.com uses Alvenda’s Shoplets ads. This year, for the Mother’s Day traffic spike, Alvenda transferred nearly all of 1-800-Flower’s Shoplet campaign content from its own application servers to content management vendor Akamai Technologies Inc.

Spreading the load across Akamai’s platform sped up response times for the special shopping-enabled ads and contributed to a 41% rise in sales per impression for the ads when compared to regular banner ads during the Mother’s Day shopping period. Additionally, interaction with the Shoplet ads was 10.5 times greater than traditional banner advertisements, according to Alvenda.

“We believe the majority of future online sales will happen offsite. Customers will be able to shop with brands wherever they happen to be, whether they’re on YouTube, a favorite blogger web site, or on Facebook,” says Wade Gerten, CEO of Alvenda.

Pedro Santos, e-commerce strategist at Akamai, says the trend toward dynamic and interactive advertising will continue to grow. “We believe that by leveraging Akamai’s solutions, our customers can accelerate the delivery and performance of their dynamic content and applications online,” he says.

1-800-Flowers is No. 31 in the Internet Retailer Top 500 Guide.

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