We’re starting to see some some sleeker integration of Shopzilla on Scripps sites like FoodNetwork.com, HGTV.com, FineLiving.com, etc. As opposed to ugly below the fold boxes (still found on many of the newspaper/broadcast properties: example 1, example 2 – just scroll to the bottom) which look like this:
Shopzilla is now more tightly integrated into the look and feel of many Scripps sites and even showing up above the fold (click on the images to see current placement):
While these ads look more attractive, from my experience with online advertising, I know that the uglier ad usually has a higher click-through rate. It’ll be interesting to see Shopzilla test out different versions of these placements.
Two more things to pay attention to…first, most of Scripps’ sites have their own stores which push branded merchandice – the Food Network Store has Rachael Ray knives, Alton Brown DVDs, Emerilware Cookware, etc. – it’ll be interesting to see if Shopzilla gets placement in these stores and if Scripps’ store merchandise gets better placement on Shopzilla. Right now a search for Rachael Ray Knives on Shopzilla brings up only one official Scripps listing. Shopzilla’s getting all this help from its parent. Doesn’t the love go both ways? Which brings me to the second thing to look out for…with Shop At Home financially failing to meet expectations, there’s a golden opportunity for Shopzilla to step up and help out.
