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Thu Feb 4 2016 22:56:25

Online Sellers Won't Benefit from Super Bowl Ads

By: Ina Steiner

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Super Bowl advertising offers companies the opportunity to reach over 100 million viewers. And while a few ecommerce companies are running TV ads during Sunday's Super Bowl game (see Friday's Newsflash article), online sellers are unlikely to benefit directly from the ads.

Amazon is running its first Super Bowl ad this year, but will be showcasing its Echo hardware device. It's possible interest in the ad could drive traffic to the marketplace, indirectly helping merchants.

PayPal is using its Super Bowl spot to advertise a concept called New Money and is running a sweepstakes tied to the campaign - but the effort is unlikely to directly benefit merchants.

eBay is not advertising during the Super Bowl. In fact, eBay CEO Devin Wenig told analysts last week eBay had no plans to advertise on television at all this year. We turned to the Seeking Alpha transcript to refresh our memory on exactly what he said: "First is, we are going to start almost immediately pivoting some of our spend up the funnel to what we would call more traditional brand spend. That doesn't mean television, it just means instead of selling you an iPhone or a sweater, we're going to talk more about eBay and the brand."

What do you think of television ads as a way to drive shoppers to eBay, Amazon, or other marketplaces?

And would advertising an online marketplace in Sunday's Super Bowl be a wise use of funds? What other kinds of marketing could they do for the $5 million it cost for one 30-second spot in this year's game?



Comments (19) | Permalink

Readers Comments

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by: FeelingFroggy This user has validated their user name.

Fri Feb 5 05:32:41 2016

We don't care one iota about who does or doesn't win the super bowl. We have no interest in watching.

Maybe Fleecebay can use the money they don't spend on fixing the problems with their platform.

But we won't be holding our breath as we know some head donkey is probably in line for another raise.

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This user has validated their user name. by: Rexford

Fri Feb 5 08:20:30 2016

"eBay is not advertising during the Super Bowl. In fact, eBay CEO Devin Wenig told analysts last week eBay had no plans to advertise on television at all this year."

I didn't think that things could get worse when Mr. Wenig took the helm, but they did.  Two eBay stores, and not one sale all week.  In over 12 years on eBay this is unprecedented. To think that we used to have sales of $1000+ per week.

Oh, but I am accepting a return on an item that a gentleman has had for over one month.

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This user has validated their user name. by: iheartjacksparrow

Fri Feb 5 11:12:07 2016

"First is, we are going to start almost immediately pivoting some of our spend up the funnel to what we would call more traditional brand spend."

Every time I read something DW has said I get a headache. Wenig is a maestro at cooking up word salads.

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This user has validated their user name. by: Rexford

Fri Feb 5 11:31:56 2016

iheartjacksparrow, sometimes when people try to sound smart they come off sounding quite the opposite.

And to your point, I don't know what the he** he is talking about either.

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by: queenfloraday This user has validated their user name.

Fri Feb 5 12:31:28 2016

Sounds to me like eBay is trying to reinvent their brand. Good luck with that. So far, eBay's BOD and management seems to be the most confused about their brand. Hard to sell a brand to the public that takes most of it's revenue through shady means.

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This user has validated their user name. by: toolguy

Fri Feb 5 12:34:48 2016

I haven't added any new listings in weeks. Been too busy moving, but sales continue to trickle in. Can't wait to get back into the swing of things. Looking forward to a Great Spring on eBay. . .

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This user has validated their user name. by: Rexford

Fri Feb 5 13:02:05 2016

Interesting choice of words Toolguy.

Trickle--to flow in a small stream.

You likely chose exactly the right word though, which is quite telling.  We know what you want us to believe, but your choice of words have busted you.

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by: pace306 This user has validated their user name.

Fri Feb 5 16:09:45 2016

"we are going to start almost immediately pivoting some of our spend up the funnel to what we would call more traditional brand spend."

That makes NO SENSE - its barely english.

Give 1000 monkeys 1000 typewriters and they can write Shakespeare .... THAT is what DW's gibberish means.

1) eBay doesnt have enough money to spend on advertising to "fix" eBay

2) there arent enough solid sellers to steal from to get "said money" to advertise eBay out of its mess

3) there arent enough interested people on this planet who would care if eBay DID advertise its "brand"

4) Being a THEFT-TASTIC place to shop ISNT really much of a come on

5) Whats eBay got left to advertise after they jettisoned their enterprise customers, Paypal and scared off most of your good sellers?

6) How does advertising "its brand" ..commecting .. REconnecting with sellers?

7) If the commercial was of Griff being run out of town by an angry mob of sellers - that MAY work

8) The emperor (DW) clearly has "no clothes on"

9) laying of %50 of the bloat in CS would help much more

10) If they ran a commercial about "the brand" - if it was just the snow pattern or a test card (circa 1950) that MAY help eBay as well.


Stupid people do and say stupid things. Friends, dont be TOOLish about your future - IGNORE any hype eBay tries to do - you'll be much better off if you do.

Oh and buckle up for the NEXT seller update - Im sure there will be more theftacular ideas in it! STAY TUNED!  

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This user has validated their user name. by: Rexford

Fri Feb 5 20:14:56 2016

pace306, they are likely using what would be the advertising budget to pay out big bonuses to senior leaders.....again.

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by: Randy This user has validated their user name.

Sat Feb 6 10:31:42 2016

I can't remember the last time I seen an eBay commercial on TV. Must have been 2 or 3 years ago...about the same time the ship started to sink!

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This user has validated their user name. by: IDKwhoIare

Sat Feb 6 15:00:47 2016

Generally speaking I think TV commercials are good for eCommerce Marketplaces.  Pretty sure a 5mil budget for commercial spots could help any one of them.

Super Bowl commercial time, not so cost-effective.  Besides, if you don't spend money with a great company that has the imagination to create and produce the commercial able to compete on a Super Bowl level of commercials, it is a waste of time.  Paypal has the imagination of a rock.  I am thinking when either of their commercials are running it would be a good time for a potty break.

Wenig, what a wingnut. There are not enough breadcrumbs to follow his brand of logic or his language.  Who is he going to talk to about ''eBay and the Brand''...crickets on Twitter?  Does he think Buyers follow him? ''...spend up the funnel...''? Ebay -  backa$$wards like we know soooo well.   I am with IHeartJack...he gives me a headache.

@Pace: Toolish about your future...SCOK! (spat coffee on keyboard)

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by: mcposty This user has validated their user name.

Sun Feb 7 12:31:47 2016

Spend up the funnel means buy his next car

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by: val2525 This user has validated their user name.

Mon Feb 8 00:55:47 2016

I don't understand why PayPal felt the need to blow money on a Super Bowl ad.  

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by: Chicago48 This user has validated their user name.

Mon Feb 8 08:06:32 2016

I think Wenig is smart.  TV ads are ridiculously high.  Build up the brand through traditional means and through social network.  TV is not the be-all end all.

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by: Chicago48 This user has validated their user name.

Mon Feb 8 08:07:16 2016

Generally speaking I think TV commercials are good for eCommerce Marketplaces.  Pretty sure a 5mil budget for commercial spots could help any one of them.
^^
All it does is drive people & consumers to your site, it doesn't guarantee that they will buy.

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This user has validated their user name. by: RKTOYS

Mon Feb 8 10:38:18 2016

Using a verb like "spend" as a noun instead of "spending" is a common mistake amongst native Stupid speakers.

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by: ignatz This user has validated their user name.

Mon Feb 8 12:42:14 2016

Is it me or did the SB ads generally "suck" this year?  I stopped watching them somewhere in the 2nd quarter. SB advertising just doesn't seem to have the 'cache' it once did.

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This user has validated their user name. by: bitbybit

Mon Feb 8 14:48:44 2016

Ebay could have a 2 second commercial. It would go something like this: A hand waving in the air and the words "Remember me?"

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This user has validated their user name. by: iheartjacksparrow

Mon Feb 8 15:48:55 2016

@ignatz - Super Bowl commercials haven't been any good since they banned Frankie and Louie and the Bud lizards.



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