ZDTV, an affiliate of Ziff-Davis and Internet auction house ONSALE Inc. launched television advertising
that features technology that lets live online auction information be
presented in a television commercial.
The commercials will air daily during ZDTV’s Money Machine television show, a
program on how to make, manage and save money using computers and the
Internet.
Developed by ONSALE’s San Francisco-based interactive advertising agency, Lot21, the advertising combines the Internet
and television to target ZDTV’s tech-oriented viewers with real-time
information about the latest deals on computer gear available at ONSALE.
Spending on the campaign was not disclosed.
During the 10-second introduction of the commercial, a signal is sent to a
computer that
collects live auction information directly from ONSALE. This information is
then inserted into the commercial, featuring a product currently being
auctioned on the Web site. The information also includes quantity, suggested
retail price, and the current bid (5 to 45 minutes prior to air time). The
final 15 seconds of the commercial is pre-taped. The 60-second spot appears
seamless, and constantly updated, to the viewer.
“Consistently going to a live site and pulling current data to be included in
a television advertisement is something that has never been done to this
extent before,” said Kate Everett-Thorp, president and CEO of Lot21.
Presentation of the current ONSALE auction information is made possible
through the use of Macromedia’s Generator software. Macromedia Generator is
new server-based software for automating and personalizing Web site graphics–such as headlines, ad banners, and other live or frequently updated data.
Macromedia Generator enables up-to-the-minute information feeds to be
presented
in a graphical format.
“These commercials leverage ZDTV’s unique ability to integrate the Web and
television. Moreover, our tech-savvy viewers get up-to-date information about
the latest computer gear–and ONSALE gets a real-time sales opportunity,” said Richard Fisher, executive vice president of ZDTV and ZDTV productions.
“One of the keys to the company’s success is customer interaction,” said Jerry
Kaplan, ONSALE’s chief executive officer. “Using television to extend the
reach of interactivity is a new step for us, and we expect it will contribute
to the continued growth of our customer base.”
