Orange, Akai and Hewlett-Packard (HP) are the first brands to sign up to television auction channel iBuy Unique, which is set to launch within a fortnight.
The home shopping channel operates on a “lowest unique bid wins” concept. The viewer who bids the lowest unmatched price for any advertised product or experience can walk away with it.
Featured brands are offered advertorial coverage – including on-air promotion by presenters – in exchange for goods worth at least &£5,000 to be auctioned. Bespoke promotional footage will be used to showcase each item. There is also an option to show TV advertising in each slot, along with the brand’s Web details.
HP has teamed up with internet services provider Direct IT to advertise on the channel, which will broadcast between midnight and 2pm on satellite and digital TV.
iBuy head of broadcast Andy Sheldon says: “Unique will provide brands with an opportunity to showcase products – in essence, we are giving them hours of free advertising.
“The core audience will be those who have a passion for shopping, and are familiar with the idea of bidding for major brands and desirable lifestyle goods.”