to Break First TV Work

NEW YORK Online retail destination site today said it is launching its first TV advertising, which will target Web shoppers in “high wire” markets and direct them toward the Internet.

The effort, via Publicis Groupe’s Publicis & Hal Riney in San Francisco, breaks Nov. 17 with a 30-second TV spot in New York, San Francisco and Portland, Ore., that aims to “gauge the effectiveness of offline media in informing and driving consumer behavior online,” according to a statement issued today by The initial spot, which targets consumers ages 25-49, will air on local evening and morning broadcasts, as well as news and prime-time cable channels throughout the holiday season in the aforementioned “wired” cities. Spending was not disclosed.

The humorous creative focuses on a shopper who learns too late that the Internet offered a better value on a product he just bought at a traditional retailer. The spot also provides a demonstration of the Web site.

“Our market research revealed that the vast majority of consumers are simply unaware of comparison shopping sites,” said Nirav Tolia, chief operating officer of in San Francisco, in a statement. “So we also saw a clear opportunity to demonstrate the convenience, comprehensive selection and consumer confidence available to everyone through”, which launched in September, was formed by the merger of shopping search engine DealTime and Epinions, a consumer-review platform.

—Brandweek Staff Report