Editor’s Note: The Rise of E-Commerce Media
Advertisers can buy inventory available on a taxonomy navigation level basis (e.g., men's clothing, women's clothing, hiking), the press release noted, as well as on all of Backcounty.com's product detail pages. Advertisers can send traffic to any destination URL they choose, such as their own site, to another smaller retailer or to a custom campaign.
"We'd much rather have our customers exit to a vendor site to learn more about the products they're researching than go anywhere else," said Dustin Robertson, Backcountry.com's chief marketing officer, in the release.
In short, Backcountry.com's e-commerce media program uses its site's niche-focused approach to retail to give advertisers the chance to target segments of customers at a powerful point in the purchase process.
"Most people still use the internet as it was originally intended: as a research medium," Robertson said. "Having customer-complementary ads on our sites can enhance the customer's shopping experience as well as provide them with more brand and product information opportunities while they're in their research phase."