Online marketplace eBay predicts that around 30 percent of
Christmas gift items, available to buy on the site direct from
its retail partners, will be purchased via mobile this year. In
light of that, eBay has launched a new TV and outdoor ad campaign
that emphasises the popularity of mobile shopping.
The 30 second TV ad reflects how shoppers are increasingly using
mobile devices to access eBay’s product catalogue. It features a
young woman shopping on her mobile phone, “swiping”
items aside with her finger, and moving them closer and further
away as if she were using a mobile phone. A version of the TV
advert will also include an end-frame that highlights eBay’s
recently announced partnership with Nectar, which allows
consumers to link their eBay account with their Nectar Card in
order to collect points.
In a statement, Amanda Metcalfe, eBay’s UK marketing director
said mobile had transformed the shopping experience,
“making it possible to browse and purchase wherever you
are, at any time of the day or night”. With this campaign,
eBay demonstrates that “even if you’re shopping via a
smaller screen, you’re still able to access the full selection of
products available via our traditional site.” In the UK an
item is purchased every second using the eBay app.
The campaign is an evolution of eBay’s spring “Your
Shopping Universe” campaign, which showcased the range of
new items available on eBay from its 100 high street retail
partners. Around 65 percent of items sold on eBay globally are
now at a fixed or “Buy It Now” price.
The new campaign will run on TV from 24th September until the end
of the year, appearing on all major channels during peak time
viewing. Digital advertising will go live on 26th September,
including video banners on both desktop and mobile sites.
The campaign was developed by DDB Tribal in Germany, with Carat
responsible for media buying. Essence is running the digital
media buying for the campaign, Add2 developing the internet
marketing creative and Amobee is responsible for mobile
marketing.
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