Frost & Sullivan today announces that The 2008 European Online Advertising Technology Innovation of the Year Award goes to Tailgate Technologies, the London-headquartered interactive transactional marketing company. The award was presented in recognition of the company's innovative Tailgate™ transactional advertising technology, which is expected to have a disruptive effect on the online advertising and e-commerce industries by closing the gap between advertising and sales.
"Tailgate Technologies has the ability to change the way online advertising will evolve in the coming years,” notes Frost & Sullivan Research Analyst Zachariah Thomas. “Transactional advertising will boost online sales by capitalising on the technology's ability to facilitate impulse purchases, without re-directing the customer to another e-commerce site.”
Tailgate Technologies' unique transactional advertising technology, Tailgate™, has the potential to revolutionise online advertising by allowing customers to have a more direct interaction with the advertiser, while allowing a simple and secure means of commercial transaction within a single display unit. This is accomplished by treating advertising as an application, which encompasses the entire e-commerce value chain into a single unit.
“Tailgate™ technology provides a means for advertisers to close the gap between marketing and sales and enables everything within a single point of contact with the customer,” states Thomas. “Once a potential customer sees the ad, they can make an impulse purchase depending on the product advertised (or purchase a movie ticket while viewing a trailer or a movie clip) by providing the appropriate information.”
By letting users do everything on one site, the advertising campaign can hope for a higher return on investment while reducing the cost it takes to acquire a customer. This form of advertising is also good from the perspective of the site owner, who can retain the visitor for longer.
“By using existing technologies such as Flash and Ajax, Tailgate™ provides users with information about a product or service and also allows users to interact with the advertiser for a purchase without going to another website,” remarks Thomas. “The transactional unit is a self contained application, which looks like a traditional Internet advertising banner, video, or widget but has the ability to perform secure financial transactions using payment gateways.”
Tailgate™, a patent pending technology, utilises standard Internet application platforms such as Flash or Ajax to create a presentation layer for the advertising content and proprietary techniques to communicate with the advertiser's electronic commerce database as well as with the trusted payment gateway in use. The units provide 256 bit security for each transaction and ensure the user's security and privacy by deleting all details after 90 seconds. Additionally, Verisign secures the secure socket layer connection from the units to the main e-commerce Web server and payment gateway used.
Frost & Sullivan's Technology Innovation Award is bestowed upon a company (or individual) that has carried out new research, which has resulted in innovation(s) that have or are expected to bring significant contributions to the industry in terms of adoption, change, and competitive posture. This award recognises the quality and depth of a company's research and development program as well as the vision and risk-taking that enabled it to undertake such an endeavour.
Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
About Tailgate Technologies
Founded in 2007, Tailgate Technologies Ltd. is an interactive transactional marketing (ITM) company. The company is headquartered in London and is also incorporated in the United States. Tailgate Technologies offers innovative advertising solutions for all stakeholders in the online advertising arena by leveraging the Tailgate™ technology. Tailgate Technologies is a privately held company with offices in London and Los Angeles, and offices planned for Singapore and Tokyo later in the year. Tailgate Technologies is managed by young professionals with a clear vision and understanding of the advertising space. The company was founded by Christopher Autry, its current CEO, a veteran internet industry professional, management consultant, and a one time biochemist. Furthermore, the company has partnered with leading brands such as the major Hollywood Studios, global retailers and third party agencies to promote their respective services and products to potential customers on the Internet.
Tailgate Technologies Contact Information:
Katy Askew at Racepoint Group
P: +44 208 752 3207
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