Two E-Commerce Sites Experiment With TV Ads
E-commerce design site Fab is testing TV ads in a three-week run on broadcast and cable in six markets that include Baltimore, San Diego and Austin, Tex. -- thus becoming the "second e-commerce firm in a week to start testing whether a traditional medium like television will help sell merchandise online," writes Stuart Elliott. That first company was discount eyeglass purveyor Warby Parker.
"A major reason for new kinds of retailers experimenting with a tried-and-true medium like television is the so-called second-screen effect, which refers to how millions of people now watch TV with devices like cellphones and tablet computers on hand," writes Elliott.