Shopping.com kicks off a TV ad campaign
In a test of how well offline advertising can win consumers over to a comparison shopping web site, Shopping.com today launched a 30-second TV commercial that uses humor to show how shoppers can find better deals online. “Our market research revealed that the vast majority of consumers are simply unaware of comparison shopping sites, so we saw a clear opportunity to demonstrate the convenience, comprehensive selection and consumer confidence available to everyone through Shopping.com,” said Nirav Tolia, COO of Shopping.com.
The initial spot, in a campaign that will run throughout the holiday season, targets consumers aged 25 to 49 and is running in New York, San Francisco and Portland, OR. After poking fun at a shopper who buys something offline then discovers a cheaper price online, the spot provides a demonstration designed to show how easy is to comparison shop on Shopping.com. The campaign will run on local and evening broadcasts as well as news and primetime cable TV channels throughout the holiday season, Shopping.com said.
Shopping.com was re-launched in September as the combination of DealTime.com, a shopping search engine, and Epinions, which provides online consumer reviews of products.
“This campaign gives us an important new opportunity to demonstrate our commitment to helping people use the power of information to shop with confidence,” Tolia said. “We are not only changing the way people shop, but are dramatically improving the way people feel about finding, comparing and buying the products they need and the gifts they seek.”
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