双语时事：电商发财致富新门路贴广告卖眼球

2014-07-08 16:04:41来源：可可英语

　　One way it works: Retailers sell ad placements to the brands they carry in their online stores. It’s similar to the way brands pay for eye-level product placement on supermarket shelves. HookLogic, based in New York, has raised $23.5 million in venture funding for its ad product, which shows sponsored search results within retail sites. The company works with all of the aforementioned retailers to sell placements for clients like Reckitt Benckiser. So, a search on Walmart.com for cleaning products might list Lysol as the top result, with a note that the result is sponsored, similar to paid search ads on Google.

　　一种行之有效的方法是：零售商面向自身网上商店涵盖的品牌销售广告位。这种做法跟各大品牌为自己的产品购买超市货架里的显眼位置非常类似。总部设在纽约的HookLogic公司已经为它开发的广告产品募集了2,350万美元的风投资金，能够在零售站点内显示获得赞助的搜索结果。这家公司目前正在跟上述所有零售商合作，向利洁时公司(Reckitt Benckiser)这类客户销售广告位。比如，访客在沃尔玛网站(Walmart.com)搜索清洁产品时，首先映入眼帘的或许就是利洁时旗下的产品Lysol，网站会提示这是获得赞助的搜索结果——跟谷歌(Google)付费搜索广告服务非常类似。

　　Meawhile Bazaarvoice, a commerce software company, got into this business when it acquired Longboard Media, an on-site e-commerce advertising network for $43 million in 2012. Triad Retail Media, which works with Wal-Mart, eBay, Dollar General and CVS, claims it is the #1 “retailer monetization agency” in the world, by helping retailers integrate brand advertising into their sites.

　　与此同时，商务软件公司Bazaarvoice也进入了这个行业，它2012年斥资4,300万美元收购了电子商务网络广告公司Longboard Media。与沃尔玛、eBay、达乐公司(Dollar General)和CVS连锁药店合作的Triad Retail Media公司声称，通过帮助零售商把品牌广告整合到它们的网站，它已经成为全球首屈一指的“零售商货币化机构”。

　　OwnerIQ sells brand ads to a retailer’s audience after they leave a retailer’s site. This way, “Target can make money even if I don’t buy anything,” OwnerIQ CEO Jay Habegger says. This way brands can hit shoppers with display ads across the Web after they’ve left a commerce site. With north of 300 data partners, OwnerIQ plans to grow revenue by 70% this year. The company today reveals it has raised $6 million in additional funding from its existing investors, bringing the total funds raised to $39 million. The funding is a part of the company’s most recent $5 million in new venture funding, announced earlier this year. Habegger says the company will use the existing funding to strengthen the company’s technology and staff.

　　OwnerIQ公司则是在一家零售商的访客离开网站后再向他们销售品牌广告。这样一来，“即使我不买任何东西，塔吉特百货也有钱可赚，”OwnerIQ公司首席执行官杰伊o哈贝格说。通过这种方式，在消费者离开一家电子商务网站之后，品牌商可以让他们在互联网上感受到无处不在的展示广告冲击。OwnerIQ公司目前拥有超过300家数据合作伙伴，计划在今年实现70%的收入增幅。这家公司日前披露称，它已经从现有投资人那里额外募集到了600万美元的投资，从而使它募集的资本总额达到了3,900万美元。这笔资金是这家公司今年初宣布的最新一轮总值500万美元风投募集计划的一部分。哈贝格表示，这家公司将使用现有资金加强技术和人才实力。

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