Retailers shift their ad spending from TV, radio and print ads to digital ads.
With direct links to sister company and shopping comparison site Shopzilla.com, Scripps Networks has launched two social networking sites, “My Projects” and “We Live Here,” that cater to consumers interested in homes and home improvement projects.
With direct links to sister company and shopping comparison site Shopzilla.com, Scripps Networks Interactive has launched two social networking sites, “My Projects” and “We Live Here,” that cater to consumers interested in homes and home improvement projects. “My Projects” features consumer-generated video and textual content on home improvement projects on a site attached to informational content site DIYNetwork.com; “We Live Here,” which is attached to FineLiving.com, features consumer-generated content about homes and lifestyles.
“Our viewers have always been highly engaged with our brands, on-air and online,” says Jim Sexton, senior vice president of Scripps Networks. “These new tools enable them to swap stories and share information like never before. We’ve already seen shared stories of design success on HGTV.com’s ‘Rate My Space’ with perfect strangers offering advice to solve decorating dilemmas. It will be exciting to see what develops on these two new networking areas.”
Each social networking site provides links to related shopping categories, such as power tools and home gifts, at Shopzilla.com, which is a unit of Scripps Interactive Media. Scripps Networks and Scripps Interactive Media are units of E.W. Scripps Co. The sites also provide links to BizRate.com, a shopping comparison site operated by Shopzilla, and carry ads from retailers including Best Buy Co. Inc. and Circuit City Stores Inc.
Scripps Networks web sites attracted a monthly average of 13.5 million unique visitors last year, the company says. Its properties also include HGTV.com, FoodNetwork.com and music and video site GACTV.com, each of which offers shopping sections that link directly to multiple retailers as well as to Shopzilla and BizRate.
Best Buy is No. 11 in the Internet Retailer Top 500 Guide; Circuit City is No. 17. Best Buy’s Timothy Laudenbach, credit risk manager, is speaking at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session entitled Web Security: Identifying and Avoiding the Scam Artists.