uBid.com's DRTV Objectives

Online auction marketplace company uBid.com had five major objectives for its’ DRTV campaign, executed by SendTec:

  • Build a brand largely unknown outside the Internet
  • Drive new visitors from an offline channel
  • Improve conversions of visitors to bidders to credit card buyers and buyers in general
  • Find new source of bidders within allowable metrics
  • Track bidders to individual media placements to optimize media efficiencies
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The strategy developed by SendTec and uBid.com included:

  • Test 1- and 2-minute DRTV spots
  • Buy DRTV time at deep discounts
  • Use trackable URLs and observe search activity
  • Benchmark results to determine multi-channel lift on business
  • Optimize and roll out

The DRTV campaign started on 11/22/06, continued through 12/17/07, took a week hiatus, and then started up right after Christmas. You can see how closely the number of bidders correlates with number of spots.

The DRTV campaign positively affected SEM by:

  • Increasing branded term searches by 45%
  • Increasing clicks to uBid.com by 62%
  • Boosting branded term bids by 58%
  • Driving an 18% increase on non-branded term bids.

uBid.com considers the campaign encouraging and is planning to continue their use of DRTV.
 

Want to learn more about DRTV?
Contact: Irv Brechner, EVP, SendTec, Inc. irv@sendtec.com 732-321-1924