MARKETPLACE HELPS COMPANIES ADVERTISE IN PACKAGES: Undigital, an e-commerce package insert marketplace, has launched and is giving advertisers access to more than 300 million packages in which to place ads. To use Undigital, retailers like Barnes & Noble and Hudson’s Bay Company post a listing each month of the number of packages they expect to ship, along with the maximum quantity of inserts they’re willing to put into each package. Advertisers then select the number of packages they want to place ads in, pay a price per package that’s prespecified by the retailer, and upload the content they want to include. Undigital handles printing the inserts and sending them to retailers’ shipping facilities. Retailers retain the right to approve which advertisers can place inserts in their shipments.
The use of package insert marketing provides businesses with a new opportunity for revenue and exposure. A marketplace like this gives retailers a new way to make revenue through their e-commerce businesses. Advertisers also benefit, as they’re gaining a new, potentially highly visible channel through which to reach customers. That said, advertisers should make sure to provide attractive ads, possibly featuring promotions or technology like QR codes, to make sure consumers don’t simply ignore the inserts.