Tailgate Today at the Deadpool

Posted on July 12, 2007
Filed Under Web 2.0 Kool Aid |

I’d like to invite you to a tailgating party today at the deadpool. is a new online advertising startup that has Duncan Riley interested in banner advertising again. The company has created the “tranner,” a transactional banner that enables customers to make purchases directly through the advertisement without having to leave the site they’re on. It’s essentially an ecommerce widget. Tailgate’s value proposition is that tanners better facilitate impulse purchases. See a product in a tranner that you want to purchase? Buy it on the spot without leaving the page. Tailgate believes this will lead to higher ROI.

Personally, I think Tailgate is more likely to fail than it is to succeed, and the “large VC firms” that are apparently doing due diligence on it might want to consider the following:

The report notes that the trend of window shopping was driven in part because of online consumers’ increasing sophistication. Thus, this is a trend that we can logically expect has only increased since the report was released in 2005.

Given both the logical flaws in Tailgate’s model and the quantitative data that exists on online shopping habits, it appears that Tailgate has come up with a solution that just isn’t likely to achieve what the company obviously thinks it will. Maybe we’ll all be surprised, however I think that because the real-world data is fairly conclusive, it’s naive of Tailgate to expect that its product or service is going to somehow face a different reality. For the VCs apparently looking at investing in the company, I personally think this is one tailgating party they’d be wise to pass on.

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4 Responses to “Tailgate Today at the Deadpool”

  1. Omar Ismail on July 12th, 2007 2:11 pm

    That’s not counting the extra security risk that some websites may capture key strokes on the banner acting as a fishing site without really having to do anything! I don’t know if that’s technically possible though as Flash may prevent outside javascript capturing, but again, it’s just another security concern that will spook savvy users.

  2. RJ Pauloski on July 14th, 2007 12:35 am

    This is an old idea.

    The concept was executed (with a real product!) by a company named AdPulse in August 1999.

    The banner sold copies of Thomas Harris’ bestseller “Hannibal” directly through the banner (with full ecommerce functionality).

    See: http://www.clickz.com/showPage.html?page=187211

  3. Eran on July 14th, 2007 4:16 am

    I think it is a nice idea, but am not sure that we are looking for ways to sell and not actual reasons to purchase.
    This is another way to make the purchase, make life “simpler” for the consumer. But what about giving us actual reason. If a website grants more value or valuable recommendations to make the purchase worthwhile, then consumers would thrive on an easier purchase. Otherwise, it is a little divided: thanks for the simplicity or a turnoff for trying to lure me to make a spontaneous purchase.


  4. Duncan Riley’s “Fully Transactional Web 2.0 Banners” Revisited : The Drama 2.0 Show on April 10th, 2008 11:07 pm

    […] course, at the time, I predicted that Tailgate would wind up tailgating at the deadpool and provided a common sense rationale […]

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