|Thu Feb 4 2016 22:56:25|
Online Sellers Won't Benefit from Super Bowl Ads
By: Ina Steiner
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?