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Ebay Inc. and major advertisers are linking up to try a pitch for selling television advertising on the internet. The advertisers participating in the test include Toyota Motor Corp., Wal-Mart Stores Inc., Microsoft Corp., Hewlett-Packard Co. and Home Depot Inc..
‘As you look at the existing media buying and selling process, there is a level of perceived inefficiency in the system,’ says Bob Liodice, president of the Association of National Advertisers. ‘The marketers believe there may be a more transparent approach toward the buying and selling of advertising.’
The test is at its early stage and is not meant to abolish the ‘upfront’ advertising marketplace. It will also be supported by the American Association of Advertising Agencies.
Other details of the test are still not confirmed. Liodice said the idea would work like selling stocks that are traded on the Nasdaq Stock Market. Each item will be pegged at a price seen by all participants.
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