本文摘要：E-commerce businesses live and die by their customer acquisition costs — the amount of money they spent to bring in a sale. The big difference between that and physical stores is that, once someone enters a physical store, they’re far more likely to buy something. After all, the customer walked in, voluntarily making themselves into a captive audience.电子商务企业的生死存亡系由于招揽客户的成本，也就是它们为赚得一笔销售收入而花费的资金。

E-commerce businesses live and die by their customer acquisition costs — the amount of money they spent to bring in a sale. The big difference between that and physical stores is that, once someone enters a physical store, they’re far more likely to buy something. After all, the customer walked in, voluntarily making themselves into a captive audience.电子商务企业的生死存亡系由于招揽客户的成本，也就是它们为赚得一笔销售收入而花费的资金。电商和实体店的仅次于区别是，一旦有人转入实体店，他们就更加有可能出售东西。却是，这位顾客主动走出了店铺，心甘情愿被俘虏。

Online though? A cheaper, better, shinier option is just one click away. E-commerce sites pour tons of money and effort into attracting visitors, only to watch them toggle over to another tab without buying anything.那么电商呢？一个更加实惠、更佳、更加清纯的自由选择仅有在一键之遥。电子商务网站投放大量金钱和精力来更有参观者，但最后不能眼巴巴地看著他们一件东西也没买，就转换到另一个标签。

Online conversion rates are a dismal 3% at best, according to Jonathan Opdyke, CEO of commerce advertising startup HookLogic. “Most people who visit these sites are not buying anything, they’re doing research, bouncing between sites,” he says.据数字广告公司HookLogic首席执行官乔纳森o奥普戴克推断，在线转化率充其量不能超过令人失望的3%。他说道：“采访这些网站的大多数人都没出售任何东西，他们只是在各个站点之间不时地研究。”That doesn’t mean retailers’ hard-earned audiences can’t be monetized. Increasingly, e-commerce players are seeking ways to monetize their audience the same way online media businesses do: through advertising.但这并不意味著零售商费尽心机谋求而来的参观者就无法构建货币化。

如今，更加多的电商都在设法用于跟在线媒体完全相同的方式来构建受众的货币化，那就是：打广告。Three years ago, selling ads on an e-commerce site was a cautious experiment. Retailers worried ads would simply send the shopper elsewhere, rather than converting them into a customer. Now, most sophisticated e-commerce operations – from Wal-Mart WMT -0.25% and Target TGT -0.77% to Sears SHLD 0.10% , Sports Authority, and Toys R Us, have a media sales and audience monetization team, Opdyke says. Eight out of ten US retailers now use display advertising, featured products and sponsored links to advertise the wares on their sites, according to a recent study by OCC Strategy Consultants.三年前，在电商网站销售广告还只是一个慎重的实验。零售商担忧，这些广告不会把参观者推向别的地方，而不是把他们转换成自己的客户。

现如今，奥普戴克回应，从沃尔玛(Wal-Mart)、塔吉特(Target)到西尔斯百货( Sears )，再行到Sports Authority和玩具反斗城(Toys R Us)，大多数先进设备的电子商务运营商都创建了一支媒体销售和受众货币化团队。根据OC＆C战略咨询公司(OCC Strategy Consultants)的一项近期研究，80%的美国零售商正在各自站点上用于背投广告、特色产品和赞助链接来宣传商品。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括的品牌销售广告位。

这种作法跟各大品牌为自己的产品出售超市货架里的醒目方位十分类似于。总部设于纽约的HookLogic公司早已为它研发的广告产品筹措了2,350万美元的风投资金，需要在零售站点内表明取得赞助商的搜寻结果。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，参观者在沃尔玛网站(Walmart.com)搜寻洗手产品时，首先映入眼帘的也许就是利洁时旗下的产品Lysol，网站不会提醒这是取得赞助商的搜寻结果——跟谷歌(Google)收费搜寻广告服务十分类似于。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也转入了这个行业，它2012年耗资4,300万美元并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，通过协助零售商把品牌广告统合到它们的网站，它早已沦为全球首屈一指的“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参观者离开了网站后再行向他们销售品牌广告。这样一来，“即使我不卖任何东西，塔吉特百货也有钱人可赚到，”OwnerIQ公司首席执行官杰伊o哈贝格说道。通过这种方式，在消费者离开了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出广告冲击。OwnerIQ公司目前享有多达300家数据合作伙伴，计划在今年构建70%的收益增幅。

这家公司日前透露称之为，它早已从现有投资人那里额外筹措到了600万美元的投资，从而使它筹措的资本总额超过了3,900万美元。这笔资金是这家公司今年初宣告的近期一轮总值500万美元风投筹措计划的一部分。哈贝格回应，这家公司将用于现有资金强化技术和人才实力。

Audience monetization is incremental revenue for e-commerce players: A retailer selling $100 million worth of products might make $10 million in profit. They’re already paying to attract the audience, so if they sell $10 million worth of media, they make $10 million in profit. HookLogic customers can earn anywhere between $100,000 for a smaller site to tens of millions in new revenue per year for the bigger sites, Opdyke says. Now, online window-shoppers can browse away — stores have figured out a way to make money on them, regardless of whether they buy anything.参观者货币化对于电商而言是一笔增量收益：一家产品销售额超过1亿美元的零售商可能会赚1,000万美元的利润。它们早已开始投放资金来更有参观者。因此，如果它们销售价值1,000万美元的媒体广告，它们就需要赚1,000万美元的利润。

奥普戴克透漏说道，HookLogic公司客户的年收入在10万（小电商）到数千万美元（大电商）之间。现在，网上那些只摆摊不买的参观者再也不会让电商一筹莫展——无论他们卖不卖东西，大大小小的电商们都早已想到了在他们身上赚的办法。

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