• Larry Thomas

New Natuzzi online ads carry lots of information

Entire website's content can be embedded

HIGH POINT — Leather upholstery major Natuzzi Group has launched an interactive advertising campaign aimed at building its brand and driving traffic into stores.

 Natuzzi banner adThese are examples of the new interactive online ads that Natuzzi is using to build its brand with consumers.

The campaign, developed in conjunction with digital media specialist Get Interactive, features banner ads on the websites of major shelter magazines that display moving carousels of product photos, videos, and related information when the consumer "rolls over" the ad with a mouse.

Brad Cates, senior vice president at Natuzzi Americas, said the ads employ proprietary technology that can embed an entire website's content into a single interactive banner ad.

"Rather than waiting for a consumer to visit our website to learn about our company's offerings, this technology is enabling us to push the Natuzzi Italia, Natuzzi Editions and Italsofa brand stories out to the consumer wherever they choose to engage with us," Cates said.

He said the early results of the campaign are very encouraging, noting that consumers are spending an average of 66 seconds looking at the material in the ad, and many have lingered as long as two minutes.

"These figures are astounding given that the advertising industry benchmark for time spent in an expanded banner is a mere eight seconds," Cates said.

The banner ads can be customized to support individual dealers in their local markets by using information about products carried by that dealer. The ads can be customized at no charge to retailers, and they include professional voice-overs in English, Spanish or French.

All products featured in the national campaign are in stock in the company's North Carolina warehouse and are available for immediate shipment.

Larry ThomasLarry Thomas | News Editor, Furniture Today

Hi, I'm Larry Thomas, news editor of Furniture/Today. Since joining the staff in 1989, I’ve written about topics ranging from wicker chairs to proxy battles at public companies. In my new post as news editor, I oversee the news coverage for both the print edition and furnituretoday.com. I look forward to discussing key industry issues in this forum, and I welcome your thoughts and opinions.

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