Backcountry.com said it will be making advertising space available on its websites. The
program is available first to Backcountry.com's vendors and partners,
but they will open it up to “customer complementary” advertisers
shortly.
The company said the advertising buys will boast an inventory of exposure opportunities to Backcountry.com's one to four million unique monthly visitors who engage in 10 to 35 million page views per month (depending on the month).
The company said Backcountry.com's advertising program gives Backcountry.com vendors, industry partners, and other customer-complementary advertisers the ability to purchase advertising real estate on Backcountry.com stores in an extremely easy, efficient, and cost-effective manner. The program leverages Backcountry.com's niche-focused approach to retail and gives advertisers an opportunity to target a super-specific and influential customer at a powerful point in the purchase process.
“Most people still use the internet as it was originally intended: a research medium,” said Dustin Robertson, Backcountry.com's chief marketing officer. “Having customer-complementary ads on our sites can enhance the customer's shopping experience as well as provide the customer with more brand and product information opportunities while they are in their research phase.”
Advertisers can buy inventory available on a taxonomy navigation level basis (Men's Clothing, Women's Clothing, Hiking…) as well as on all Product Detail Pages. They will have the ability to send traffic to any destination URL they choose; from their own site, to a smaller retailer or to a custom campaign.
“We would much rather have our customers exit to a vendor site to learn more about the products they are researching than go anywhere else,” said Robertson.
The program is in its embryonic stages. Reps are in the process of introducing vendors to the availability and costs. Space will be offered to Backcountry.com's vendor partners before it becomes available to non-endemic manufacturers and organizations.
