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.
The initial ads will focus on Egghead.com’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
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
“We believe that Egghead.com is ideally suited to
participate as the Internet and television start coming together,” Brodeur said.