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Wed Sept 14 2011 23:29:03

eBay Seeks Mobile Shoppers with New TV Ad Campaign

By: Ina Steiner

Sponsored Link

Ecommerce used to be about the click of the mouse on a desktop or laptop computer. Retailers are hoping it will soon be about the tap of a finger on a mobile device so they can engage shoppers at all times, wherever they happen to be. No one is going after mobile shoppers more aggressively than eBay, as evidenced by its new television advertising campaign.

The new TV ads show customers quickly purchasing new fashion and electronics on eBay.com using smartphones and tablets. The campaign reflects eBay's continued attempts to move from an image of a C2C marketplace offering one-of-a-kind and bargain-basement goods to a B2C marketplace where shoppers can buy new items with just a few clicks (or taps).

Each vignette shows a shopper who wants to buy an item as quickly as possible, ranging from a teenage girl who buys jeans on eBay rather than getting stuck with her mother's hand-me-downs, to an office worker who succumbs to peer pressure and instantly buys a tablet on eBay to stop teasing by co-workers.

Generally sellers urge eBay to advertise on television in order to drive traffic to the site, but they also offer no-holds-barred critiques of eBay's campaigns. This year, they may worry about the ease with which mobile shoppers hit the order button. The ads show shoppers simply looking at one photo of the item and clicking the buy button without reading the description, price or terms, which vary depending on which of eBay's millions of sellers are offering the item.

Given that the ads are rolling out in preparation for the holiday shopping season, it's interesting to note that none of shoppers is buying gifts for friends or family. Rather, the characters are impulse shoppers seeking instant gratification - which may be the point. The ads appeal to young shoppers who use mobile devices, but they do so at the expense of older shoppers, whom eBay may risk alienating - or at least annoying - with the commercials.

The ads are a far cry from light-hearted ads of previous years. In 2002, the tagline was: "Do it eBay" (To the sound of Frank Sinatra's "I Did It My Way"). In 2005, the tagline was, "Whatever it is, you can get it on eBay." In 2007, it was, "Shop Victoriously."

eBay skipped TV ads in 2008, and in 2009, the tagline was "Come to think of it, eBay." In 2010, eBay launched the "unwrap attack" campaign that was designed to generate viral buzz on social media sites.

This year, eBay's TV ads may be targeted just as much at large retailers and brands to encourage them to sell on the site as they are targeted at mobile shoppers to buy on the marketplace.

Take a look at the ads and then let us know what you think of the "buy it new, buy it now" ads!




Comments (49) | Permalink

Readers Comments

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: reader0914

Thu Sep 15 00:17:19 2011

from Consumer Reports.org

Release Date: 08/02/2011
Hidden Costs in Cell-Phone and Digital-Wallet Payment Services

Survey finds Americans not clamoring to pay with cell phones just yet

... "Despite all the hype, consumers don’t seem to be clamoring to pay with their phones yet.  According to a recent nationally representative survey by the Consumer Reports National Research Center, only 5 percent of survey respondents have used their cell phone to pay for day-to-day purchases in the previous month. Somewhat more use other fairly new forms of payment, including billing to their home or cell phone account (10 percent)." ...

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: pete

Thu Sep 15 00:26:56 2011

eBay have totally lost their way, new tech should be introduced slowly not a mad panic rush...but thats eBay disruption for you....Donkeys

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

This user has validated their user name. by: Philip Cohen
Web Site

Thu Sep 15 00:54:32 2011

“By using a real focus on the customer, we embarked on a series of fundamental changes that will ultimately span a three year period. We started by creating a future vision. This was critical because not everyone felt the impetus to change, given the amount of success we were experiencing. There’s a real push to keep doing what you’re doing because it’s working.”

“We talk and listen to customers, but for this kind of innovation, customers don’t always know what they want.”

“Even though people think I’m an expert at technological innovation, my own instinct for technology was frozen in place in 1982.”

“Today we’re dealing with phase two or phase three [he can’t even remember which one] of disruptive innovation. We’ve had the disruption, now we’re having to disrupt the disruption.”

“Based on our experience, here’s how innovation at the core worked. We had to create a mind shift at our company—we had to think bold and not just incremental. We had to create a vision of the future so people could let go of a very successful past.”

There’s much more along those lines from the “eBafia Don”, if you can bear it, at:

http://www.leggmason.com/thoughtleaderforum/2007/conference/do
nahoe.html
 

And a compilation of just (mostly inane) eBay executive quotes from along the way:

http://forums.auctionbytes.com/vbulletin/showthread.php?t=2415
9


Enron / eBay / PayPal / Donahoe: Dead Men Walking.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: anyone out there

Thu Sep 15 08:08:55 2011

No better joke in the world than Fleecebay and Pigpay.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Tyco

Thu Sep 15 08:34:31 2011

I've never quite felt that eBay has "gotten" television advertising, which is suprising since they have hired some high profile advertising firms to create their ads. Perhaps their ads illustrate the disconnect eBay has with its users, both sellers AND buyers.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: D'oh!

Thu Sep 15 08:50:25 2011

Why wouldn't all the trendy, on the go people just stop into big-box-mart and buy that brand new thingamabobber while they are already out?

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Scotty

Thu Sep 15 08:59:09 2011

I had a customers payment ''held'' by Paypal the other day (he has 800+ fb).  This was a first for me so I contacted Paypal for him and they told me he needed to contact them to verify his identity.  After much back and forth with the customer (because on his end...in Paypal....it showed he had made the payment as normal)....he contacted Paypal and they told him it was because he paid with his Android phone and they needed to ensure it was him making the payment.  As usual, the marketing is before the ability.  Get ready for a whole bunch of these....and irritated customers thanks to Paypal and the ''next generation'' payment platform.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

This user has validated their user name. by: Ina

Thu Sep 15 10:07:42 2011

Scotty, that is a very interesting point. Had you already sent the item?

Not good that the customer was unaware of the issue, PayPal needs to improve the communications (simple stuff that would drastically improve the customer experience).

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: MR ME

Thu Sep 15 11:08:09 2011

Just the customers that I dont want !
And I would never by clothes or shoes without trying them on first.
Imagine the return rate!!!!

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Paul

Thu Sep 15 11:19:52 2011

I wouldn't buy anything off of ''Fleecebay'' with a smartphone :-) And it's nice not to have to deal with ''PigPay''

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Patricia This user has validated their user name.

Thu Sep 15 11:43:56 2011

"Buy it now...Buy it NEW"  still the same gun shooting the same foot.(sigh) They'll just keep kicking sellers around till their all gone and then they'll go under...

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Scotty

Thu Sep 15 11:48:14 2011

@Ina
No I did not send the item until the ''Held'' icon was removed from the payment.  The whole ordeal lasted almost 2 days due to e-mail only communications.  I am fairly clear with customers that I do not ship until their payments clear (generally with e-checks) and have not had much resistance to this policy as most understand.  This payment, however, was made via the customers Paypal account which was linked to his credit card....generally a seamless process and once a payment is made, it is ready to be shipped, etc.  The main issue was there was no indication on his end that this was being ''Held''....only on my end.  This was the back and forth with the customer as he kept stating he had made the payment and did not see any problems on his end.  I can see why a customer would be aggravated at this.....and also aggravated with the seller as they are the only one telling the buyer they need to contact Paypal....so since they cannot get irritated at Paypal....they direct it to the seller....even though we are caught in the middle as well.  One funny comment from the Paypal rep was when I asked her ''what happens when this person leaves me a negative or low DSR scores due to the payment hassles?''.....to which she responded....''I don't see why they would do that''.  ahh....the best laid plans of mice and men.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Ron

Thu Sep 15 12:47:25 2011

I agree - who shops like this?

And this "Buy it new - buy it now" slogan is pathetic and just underlines Donahoe's obsession with new junk and a model of a spoiled throwaway consumerist society.  Badly considered or impulse buying results in a purchase that is either not really needed or wanted once received.  eBay has become emblematic of corporate greed, and all in the space of 3 years.  Think back to what eBay once stood for and what it stands for now - it's a 180 degree change.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

This user has validated their user name. by: Ric

Thu Sep 15 13:54:42 2011

The fat Mom jeans commercial will serve to alienate more buyers than it will attract. Moms with fat jeans will resent the reference, young people will resent the poor attempt at humor. All around, it is a lose lose for eBay.

As to the "Buy it New...Buy it Now" tag line, it misses the mark of benefiting the entire marketplace, something eBay sorely needs to do.

eBay has scads of cash lying around, and likely spent a small fortune with this ad agency. The fact that these ads will turn off more potential buyers than they will attract reflects the fact that the eBay management team sorely lacks seasoned, experienced marketing talent.

If the rest of the seasons advertising campaign is structured like this, eBay sellers would be well advised not to hold their breath waiting for a surge in business as a result of this ad campaign.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: AC_in_mich

Thu Sep 15 15:48:24 2011

What a joke!

Unless eBay and Paypal figure out a way to make the transaction quicker and smoother, how much business will be lost by cart abandonment? We all know that it is not as easy to do some tasks on a phone or tablet as it is on a computer.

Here is the steps I just took to order something off my computer from ebay:

Enter Search Terms of Acer 19v 3.42a
Switch to ''price and Shipping lowest''
Filter for Buy it now
Filter for US only
Click on item
Check Feedback
Repeat as necessary - most sellers have 98% feedback and I won't buy from them.
click on buy it now
Click on ''Commit to buy''
Click on ''Pay now''
Review order and Click on ''continue'' in payment method
Go to Paypal
Enter PP password
Click ''log in''
Click ''Continue'' on Review info
Click ''Confirm payment'' back at ebay
Click ''View your order Details''
Click ''Printer version''
print copy of payment

19 Steps

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: just me

Thu Sep 15 16:25:13 2011

Buy it new? Buy it now? on ebay?
LOL, I don't think so.

I'm reminded of the retail organization study which said that over half of all new in the box items on ebay were stolen, and over half the respondents ID'd their stolen  merchandise being fenced on ebay.

Nearly every single day there is a major article about stolen goods being fenced on ebay, often times in the hundreds of thousands if not millions of dollars worth.

Also my own experience that  no one will honor a warranty for 'new' items bought on ebay

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

This user has validated their user name. by: Anonymous Annie

Thu Sep 15 16:26:41 2011

You know... I really DO NOT WANT to sell my items to customers who use their Droid/iPhone devices. HONEST!!

It's just asking for trouble!!

Unless you're selling a known commodity (ie: something mass-market... something that the buyer might already be familiar with) then it makes NO SENSE to provide buyers with a way to make purchases without reading descriptions, details, item condition, etc.

A competent seller who has listed a with a scratch on the bottom will be sure to describe the nature of the scratch, and they may even post some alternate photos that illustrate the size and depth of the scratch.

Do you think for ONE SECOND that Droid/Iphone buyers will SEE the additional photos or READ the description??

Of course not. They'll just see the large (main) photo, decide they want it, and merrily tap-tap-tap they way to a completed purchase.

Of course they'll be disappointed when their used widget with a scratch on the bottom arrives.

Of course eBay/PP will cheerfully refund their money (and probably let them keep the item) ... all because eBay makes it EASY for people to buy without reading.

THERE SHOULD BE A WAY FOR SELLERS TO OPT-OUT OF HAVING THEIR ITEMS SOLD ON MOBILE DEVICES!!!

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: Mobile free

Thu Sep 15 16:37:49 2011

There are two other ad previews once you view the off-putting fat jean ad. What mother even acts this way? It is also obvious these jeans are far too big to fit her daughter. A mother not knowing the size of her daughter? Totally clueless and insulting to all women.

I see nothing but problems for sellers of new. Purchasing by mobile without getting all the specifics will create even more returns especially in the clothing and shoe categories.

If Paypal is not informing the buyer their payment is on hold, this is a huge concern. More distrust will be created between buyers and sellers. So Paypal will be putting holds on payments using an Android? Will Paypal only accept mobile payments from phones only approved for use by eBay such as the one Donahoe uses (you know the one that is glued to his a$$ and mentioned by him every freakin moment). Might as well start putting holds on accounts for political, religious and racial differences that don't agree with JD, eBay, Bain and Co.

Also as someone mentioned before, how many consumers are set, ready and go to pay by mobile?

At least the auctions, collectibles, antiques etc will be relatively safe from all the problems this will be creating.

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: joe
Web Site

Thu Sep 15 19:37:09 2011

Jeez.  Does anybody EVER have something nice to say here?  The ad is cute, amusing and sweet.  Something Ebay's reputation could use...

Joe

eBay Seeks Mobile Shoppers with New TV Ad Campaign   eBay Seeks Mobile Shoppers with New TV Ad Campaign

by: another side of the coin

Thu Sep 15 20:09:22 2011

None of the ads are about motorcycle parts so I am sure it is easy to be positive when so far removed from the topic at hand.

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