Egghead Launches Convergence Ad Campaign
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Internet computer products retailer Egghead.com Inc. has begun a year- long program of live TV and Web convergence advertising starting on ZDTV's Internet Tonight program.
The alliance between Egghead.com and ZDTV creates one of the first partnerships of convergence advertising: live television via ZDTV combined with real-time information from Egghead.com's auction Web site.
"The agreement with ZDTV provides maximum flexibility to put up our Web auction promotional offers in real-time. This new approach eliminates the many steps and weeks of delay that it takes to create most typical television advertising. We are now able to get a product in front of a consumer immediately," said Jon Brodeur, Egghead.com's chief marketing officer.
Two advertisements for Egghead.com will air during each Internet Tonight television show. During the advertisement, a product from the Egghead.com auction site will be seen live on ZDTV. Spending was not disclosed.
Internet Tonight is a daily, half-hour television program produced by ZDTV, an affiliate of Ziff-Davis, with a potential market reach of more than 11 million households.
"We believe that Egghead.com is ideally suited to participate as the Internet and television start coming together," Brodeur said.