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New TV Ads Get eBay Sellers Excited

New eBay ads are striking a chord with ad-industry critics, and with online sellers as well. AdWeek called the series of five spots “the most playful, infectious and eye-catching ad campaigns of the year.” Normally hard-to-please sellers seem to agree.

Online sellers expect marketplaces to do all they can to drive traffic to their sites, especially a site like eBay where sellers pay fees just to list their items with no guarantee of eyeballs to their listings. AdWeek didn’t actually specify whether eBay would be airing the new ads on TV or just online, and that appeared to be a major concern for some sellers.

“Hopefully some of these will be shown on TV around the Holiday season,” wrote one seller.

“Just saw a cute commercial for Amazon the other day (a dog in a backpack) and was thinking eBay needs to do some advertising,” wrote another.

The wide variety of items featured in the clips was also seen as a positive by sellers – “they actually featured real stuff and not cheap electronics and cell phones,” wrote one.

And some sellers picked up on the wolf-themed items featured in the Riptide commercial that are reminiscent of the Amazon Three Wolf Moon tshirt meme that warranted its own Wikipedia entry. “I think those videos were well done – especially Riptide with the howling wolves part – it calls for a responding aaarrrooo,” wrote an EcommerceBytes reader. “Remember the 3-wolf-moon Amazon review way back when it was all fun & profit? Even eBay got sales off that.”

Each of the five ads in the “Shop a Song” campaign is connected to an eBay “collection,” such as the Riptide ad on Youtube and its accompanying Riptide collection on eBay.

Some sellers who liked the ads were qualified in their response, such as the seller who wrote on the eBay board, “if they get the app working and the glitches on this site fixed – we might have decent Holiday sales with that advertising! I love it!”

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Ina Steiner
Ina Steiner
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). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.