eBay Expands Ads on Product Listing Pages in UK
By Ina Steiner
eBay UK will display ads on seller View Item pages on a permanent basis, it disclosed last week. It had been running a test where it showed text ads at the bottom of listing pages, and on Friday announced it was making the ad policy permanent. The text ads are similar to those seen at the bottom of search results pages, and will appear on listing pages for which sellers have not paid an insertion fee.
eBay has said that ads add value to the listing pages, as when it began placing ads from outside brands in a rectangular box on the right side of the View Item page on the U.S. eBay.com website beginning last month, and again when it made a change in Australia last month.
In May, eBay Australia announced a change in its ad policy, explaining it was eliminating display ads at the top of search results pages and adding merchandising placements to the bottom of View Item pages in order to "increase the chances that buyers find what they're looking for when visiting eBay.com.au." (It also opened an office in Melbourne to support its rapidly expanding advertising business, it had announced 2 weeks ago.)
eBay UK said it would display the ads on listings from private sellers - those sellers who do not have to register as a business seller to comply with the UK's Unfair Commercial Practices Directive, which makes it an offence in the UK for a business to falsely represent itself as a private individual, according to eBay.
See this May 1st EcommerceBytes Blog post.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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