Menlo Park, CA-based Internet auctioneer Onsale Inc. launched an ad campaign that lets
consumers see Onsale’s latest auction bids on it banner ads on Yahoo!, CNET,
Infoseek and HotBot.
The campaign is designed “to take advantage of the dynamic nature of the
Internet and recreate the excitement of online auctions inside the banner
itself,” the company said. Spending was not disclosed.
Consumers are encouraged to click-through as current pricing information on a
number of products from Onsale’s auctions is displayed. The information is
updated in the banner ads every 15 minutes.
The campaign was developed by Onsale’s interactive advertising agency, Lot21, and utilizes ActiveAds technology from
Thinking Media.
“Part of the success of online auctions is the sense of urgency for customers
to buy today, since products are usually available for limited periods at
limited quantities,” said Barry Peters, Onsale’s director of customer
acquisition. “We wanted to capture this urgency in our online ads, and create
a compelling reason for consumers to click on the banners.”
“Utilizing technology like ActiveAds to expand Onsale’s goals in rich media
advertising not only pushes commerce, but extends the brand,” said Kate
Everett-Thorp, president and CEO of Lot21 Interactive Advertising.