eBay is turning to TV ads and direct mail to try to generate traffic as it still struggles to gain exposure in Google search results and reengage shoppers lost due to the security breach of 2014 when eBay required 150 million customers to reset their password.
eBay ran a Mother’s Day ad on TV in 16 US markets that was part of a multimillion-dollar “Celebrate Her” campaign that included online video, streaming radio, and digital targeting. You can watch the More than Shopping ad on YouTube, and eBay plans to run more mixed-media efforts in the months ahead. It recently uploaded another video to YouTube called More than Summer.
eBay also ran a direct mail campaign aimed at winning back shoppers who haven’t purchased on eBay for some time. It sent plus-sized postcards and said the “snail mail” campaign performed above expectations. eBay will run additional direct mail tests in more categories to more audiences.
The marketplace is also running “innovative flash-coupon pilots” that are designed to boost traffic and buying on eBay during traditionally slower periods. For example, it might run a “Get $20 Off $100+ Until 7PM” campaign delivered through email and social channels such as Instagram, Facebook, and sites like SlickDeals.com.
eBay said flash coupons have brought thousands of new buyers to the site and helped increase purchases from existing buyers as well.