| 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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