Egghead Launches Convergence Ad Campaign

Internet computer products retailer Inc. has begun a year-
long program of live TV and Web convergence advertising starting on ZDTV’s
Internet Tonight program.

The alliance between and ZDTV creates one of the first
partnerships of convergence advertising: live television via ZDTV combined
with real-time information from’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,’s chief marketing officer.

Two advertisements for will air
during each Internet Tonight television show. During the advertisement, a
product from the auction site will be seen live on ZDTV. Spending
was not disclosed.

The initial ads will focus on’s Web-based auction. However, over
the course of the agreement, Egghead said it will expand its offers to include
products at fixed prices, particularly bargains from its SurplusDirect
liquidation center.

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 is ideally suited to
participate as the Internet and television start coming together,” Brodeur said.

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