Ina Steiner EcommerceBytes Blog
News and insight focusing on ecommerce.
by Ina Steiner, Editor of EcommerceBytes.com
Wed May 11 2016 16:39:01

What Do You Think of the New eBay TV Commercial?

By: Ina Steiner

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eBay ran a Mother's Day television commercial in 16 US markets in the run-up to the May 8th holiday. The ad was part of a multimillion-dollar "Celebrate Her" campaign that included online video, streaming radio, and digital targeting. 

The "More than Shopping" ad, available for viewing on YouTube, is kinder to moms than an ad it ran 5 years ago. People referred to that ad as the "fat Mom jeans" commercial, which offended some people.

While the current commercial gets high marks for storytelling, it's hard to see why shoppers would flock to eBay for a yoga mat they could get almost anywhere new (and you certainly wouldn't want to buy your mother a used yoga mat on eBay for Mother's Day!).

eBay said it would run more mixed-media efforts in the months ahead, and this week, it uploaded a "More than Summer" ad on YouTube, though it's not known if eBay will run that ad on TV or online only.

It's interesting to note that the eBay video ads feature its new eBay-branded boxes.

eBay ran video marketing in the fall of 2015 and TV ads in the fall of 2014. Let us know what you think of eBay's latest ads, and look for more on eBay's current marketing initiatives in Thursday's Newsflash newsletter.




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by: FeelingFroggy This user has validated their user name.

Wed May 11 17:36:51 2016

Part of a multi million dollar campaign....

Well they still have all but 10 cents left. I'm not holding my breathe to see what the next nursery school idea they come up with.

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This user has validated their user name. by: Philip Cohen
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Wed May 11 18:35:08 2016

LOL—For a moment I thought I saw a Hermes Birken zip past! Regardless, not what I would think of as a motivating commercial; about as much logic in this ad as there is in the rest of eBay's commercial decisions—LOL ...

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by: Trying-My-Best This user has validated their user name.

Wed May 11 19:21:41 2016

eBay needs to hire Amazon's advertising agency.  

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This user has validated their user name. by: Rexford

Wed May 11 21:09:07 2016

What is the point of advertising when they hide sellers listings?  Sorry, I just have nothing good to say about this company.

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This user has validated their user name. by: bitbybit

Wed May 11 23:50:46 2016

My daughter sent me two dozen beautiful flowers. Receiving a yoga mat in the mail for Mother's Day would be ''more than just a yoga mat'' - on the same level as the Mom jeans commercial. These execs must hate their mothers just like Walt Disney had the mother's killed in most of his animated films.  

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by: Mog This user has validated their user name.

Thu May 12 04:19:42 2016

No amount of advertising will fix the broken search and hidden listings agenda they have for their loyal small customers. I'm sure a lot of the problems is people given up trying to find stuff as it's far too complicated and time consuming.

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This user has validated their user name. by: Rexford

Thu May 12 06:40:41 2016

Mog says "I'm sure a lot of the problems is people given up trying to find stuff as it's far too complicated and time consuming."

If I had a dollar for every time a friend, colleague, relative or acquaintance has said that I'd be rich.  Oh, but eBay management know more about what the prospective buyer wants than the buyer does.

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by: Jim S. This user has validated their user name.

Thu May 12 07:27:52 2016

They had TV commercials? Don't recall seeing them.

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by: OnlyPollyPocket This user has validated their user name.

Thu May 12 07:52:26 2016

@Rexford

Ditto!!

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by: kzeeman This user has validated their user name.

Thu May 12 08:40:12 2016

This is a good move. Happy to see it and yes I saw 2 commercials in the last month. The commercials were fine although they may have waited too long in the commercials to mention Ebay. They are branding spots so dont wait so long but either way it is better than nothing and I have seen an uptick from last year in traffic albeit small. Thanks You Ebay

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by: Bidonmine This user has validated their user name.

Thu May 12 08:49:30 2016

If you look intently at the commercials, you might see that they are about eBay. They are so low key that, at firest, I thought they were made by someone who has never sold anything in their lives.

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by: Barbbie This user has validated their user name.

Thu May 12 08:57:35 2016

Never saw it.

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by: Dr Bev This user has validated their user name.
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Thu May 12 08:59:38 2016

Ebay needs more buyers.  Good advertising sounds like the way to get them.
I confess to watching too much TV.  I did not see the Ebay ads.  Anyone remember where they were placed?  Networks?  Days of the week?  Times of day?  Shows?

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This user has validated their user name. by: toolguy

Thu May 12 09:24:54 2016

Has anyone seen the new US Postal Service commercial for Priority Mail?

It shows a bunch of partner companies that do business with them. They took the postal truck and put eBay on the side of it.

One thing I noticed is that they didn't have a Amazon truck. . .

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by: JohnGermaine This user has validated their user name.

Thu May 12 09:25:31 2016

Um, well....if you just want to appeal to the upper middle class, then they made their point.  I recall seeing no previous ads from them as others have stated.

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This user has validated their user name. by: iheartjacksparrow

Thu May 12 10:38:28 2016

The More than Summer commercial is close to being a copy of the ZzzQuil commercial where the parents send their kids to the grandparents'. You'd think eBay's advertising company could come up with something a little more original.  

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by: Randy This user has validated their user name.

Thu May 12 10:39:21 2016

I haven't seen the commercial, just like I haven't seen any sales! YouTube? When I go to YouTube, I don't go there to watch commercials!  

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by: Randy This user has validated their user name.

Thu May 12 10:41:59 2016

The last eBay TV commercial I can remember seeing was the SuperBowl ad in 2012 or 13!

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by: queenfloraday This user has validated their user name.

Thu May 12 10:57:25 2016

Good for people selling yoga mats....if buyers can find them/ see them.

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by: RL15 This user has validated their user name.

Thu May 12 11:10:57 2016

didnt see any of the advertisements.

maybe my cable company hid the commercial.  

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