Ina Steiner EcommerceBytes Blog
News and insight focusing on ecommerce.
by Ina Steiner, Editor of EcommerceBytes.com
Tue Aug 2 2016 21:30:54

Time to Weigh in on eBay TV Ads and Marketing

By: Ina Steiner

Sponsored Link

eBay has been holding back on marketing to a large degree, as even the company's Chief Marketing Officer admitted to last week - but no more. This week, it kicked off a national TV ad campaign.

One of the spots, called "Emma," is available for viewing on iSpot.TV. With the tagline, "Find Your More on eBay," it shows a cute youngster and how she grew up finding what she likes on eBay. "There's more to Emma than you'd expect, and she's always found her more on eBay. You can find your more on eBay too."

Today it has run on such TV shows as TruTV "Greatest Ever" and VH1 "Basketball Wives LA," and it drives viewers to eBay's Back to School landing page.

eBay spokesperson Ryan Moore also pointed us to eBay's Father Day ad and "Summer" commercial as examples of commercials run this year in testing. eBay is also working to attract a younger audience through social networking sites, eBay CMO Suzy Deering said and as this recent Adweek piece details.

Yesterday we provided some color around eBay's marketing strategy - and its new goal to drive 100 million new users to the site. Can ads like Emma with the theme of finding your more on eBay help sellers by driving shoppers to the site?

Let us know, and tell us if eBay is on the right track. Are you seeing its new marketing push on TV or elsewhere?




Comments (22) | Leave Comment | Permalink

Readers Comments

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: iheartjacksparrow

Tue Aug 2 23:49:34 2016

I guess eBay is mining YouTube for inspiration. Adidas did a Find Your More last year.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: elcheapoposters This user has validated their user name.
Web Site

Wed Aug 3 00:32:34 2016

Well, I haven't seen any...  I think I saw one on tv this one time a few years ago.

At a minimum you'd think they'd have some kind of youtube presence - and I don't mean a 'channel' - they have one but it's not something normal humans would 'follow' so.. why aren't the pre-roll ads loaded with ebay tubes?

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: Bill

Wed Aug 3 01:08:36 2016

The best marketing campaign eBay ever had was with Davy Jones back in 2006. It was short sweet and to the point. I know Ina that you probably agree because we talked about it in Vegas that year.
That was a great convention with Alibaba hanging around, Overstock.com putting on a promotion at a house with the pool and a free limo ride there and back, the Friday night party across from the convention center, the Davy Jones concert and the party with Huey Lewis and the News.
Lets not forget the people running around Mandalay Bay with their aluminum foil skull caps.
Then with in a flash Meg left and Donut-Hole took over and ran the company into the ground while stealing all of the money. My part-time business on eBay went from the high six figures a year to in the low four figures.
It is going to take a miracle to get it back again because the web has changed.
Change is the only only constant in life and you have to be able to flow with the changes. I think eBays ship has sailed.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: bitbybit

Wed Aug 3 03:23:19 2016

Well this is nothing more than.. well nothing. All these ads are the same and boring. Cheaply produced and on off-channels to appeal to Wall St.

Ebay has stooped so low they are even sending out emails thanking me and asking me to add more to my purchase. The thing is I never made any purchases but this is eBay's attempt to get buyers onto the site with this deceptive tactic. How stupid is this? Ebay just does not get it.  

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: The End

Wed Aug 3 03:38:40 2016

It's on Ebay ?
Gotta be something wrong with it.
It's ALL imperfect junk.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: Jester This user has validated their user name.

Wed Aug 3 04:07:35 2016

I saw the same one twice and I thought it was good. Any advertisement is better than none at all.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: Rexford

Wed Aug 3 07:13:17 2016

So they changed "find it" on eBay to "find your more". That must have taken some major brain bandwidth.  If iheartjacksparrow is correct it sounds like they just stole it from adidas.

Is Emma the little girl in the photo? Is this whom they are targeting? Does Emma have an eBay account and does she have control of the purse strings in the family?

Pardon the fact that I am uninformed as it relates to the advertisement but apparently it is not showing in the major metropolitan area that I live.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: Flying Childers This user has validated their user name.

Wed Aug 3 07:55:08 2016

At least people know that Ebay exists and have some idea of what it does.  Which is more than I can say about Etsy.  If you mention Etsy, most people ask what is that?

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: Ric

Wed Aug 3 08:16:34 2016

At my summer home, I receive both New York and Philadelphia market network TV stations and have yet to see a single eBay ad.

I guess their ad saturation is equal in proportion to their embarrassingly low marketplace growth rates.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: DRA This user has validated their user name.

Wed Aug 3 08:33:12 2016

I agree, these ads are quite flavorless...As a an eBay Seller and eBay Buyer...they do not make me want to jump to eBay to do my shopping.  As well, they seem to promote ONLY NEW, Retail type items.  How about reinventing ads about eBay's Uniqueness in finding those difficult to find and rare items.  Remember the Weird Al Yankovich "I Got it on eBay".....now that was entertaining and drove me to eBay!

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: Will This user has validated their user name.

Wed Aug 3 09:42:24 2016

While it is encouraging to see some media advertising, I have to question eBay's goal (garnering 100M new users). Given eBay's track record of appealing to Wall St, it seems like they just want that number to appeal to investors, not necessarily increase the eBay site sales. I want to think Wenig is going in the right direction, but can't help thinking that he's merely continuing where Donahoe left off. Cautious about him.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

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

Wed Aug 3 12:41:36 2016

This is being done for fools on Wall Street to show eBay is focused and moving forward.  

Ad is  targeted 28 year old Millenias woman - too old for back to school for herself and to young to have a kindergartner needing a lap top for first day of school.  28 year olds are not going to relate to Emma in her dress or her dorky and unbelievable nostalgic  eBay vignettes.

Most   Millenias do not watch or own TVs -  they do their viewing on their tablets  set to Hulu to catch movies, shows and their news and few are tuning in to  Basketball Wives.

Curious eBay wants to promote new cheap $199.99 Asus.  Millenias are looking to buy the new Apple MacBook in Rose Gold for $1000.  If the ad featured this exciting product it would have had eBay's operative ''relevancy'' focus ...but instead eBay is promoting a drop shipped cheap laptop to this market segment.

I do like the ''find your more'' slogan so much more should have been done with it.  
Anyone see the ad for new HP envy Curved Desktop - designed to impress, captivate, and inspire. It's so mesmerizing that this mom burned the cookies and ruined the family party.   Compare that to eBay's Emma Asus ad.  There is no comparison.

Two years ago when Donohoe was counting on his $24 million dollar bonus and Wenig was waiting to be tapped CEO to rake in his $10million+ - obscene shameful compensation by any standard - guess what Bezos was doing ...

''As transactional as Amazon's main business is, the e-commerce giant wants to get a little more creative with its advertising business.
In hopes of attracting better looking campaigns to its properties and making it easier for marketers to run those ads, Amazon has developed a training program for agencies to become better acquainted with the company's ads. Amazon has invited six agencies to the invite-only Trusted Creative Partner program, including Leo Burnett's Arc Worldwide, DDB California, Epsilon-Ryan, Possible, Rockfish and TeaLab.''  

EBay should pay me for the above information as surely Lawton or another exec will pounce on this for their next corporate meeting ''to claim this as their own idea'' and receive a couple million dollars in bonus money.  I'm sure eBay will call a few of these ad agencies - they will.

The above also highlights the different approaches and ''thinking'' of the CEO's - Amazon is crushing ecommerce because they want it more badly than eBay does.  

It would be wise for eBay to advertise, lord knows they need to, but on prime time, major media markets on select dates.  Ads  with highly emotional, relevant, polished professional ads rather than third tier media markets with sophomoric bland ads would be money well spent.



Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: IDKwhoIare

Wed Aug 3 13:05:16 2016

What Trying-My-Best said...

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: RL15 This user has validated their user name.

Wed Aug 3 13:11:53 2016


i have not seen any of the ads. the cable company is hiding the ads.

also, emma can not buy on ebay.

once again, the "big shots" have no clue.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

This user has validated their user name. by: Rexford

Wed Aug 3 13:50:05 2016

Trying-My-Best, they do seem  quite obsessed with millennials. I think that they think it gives them a hip and cool factor.

It doesn't.  

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: JQ This user has validated their user name.

Wed Aug 3 13:50:24 2016

I am glad eBay is spending some money on brand awareness advertising, but boy, I just did not like that ad at all. I have no ideal why they think that little story will motivate anyone to buy anything on eBay.

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: uppercutknives This user has validated their user name.

Wed Aug 3 14:42:10 2016

So ebay is marketing to children under the age of 18 years old. These people have no authority to bid or buy on ebay as they can not enter into a legal binding contract. So they are creating more issues for sellers by inviting children to buy on ebay. Just another botched marketing blunder. OH, and I have seen no commercial spots nor have I heard of most of the spots they claim to have placed the ads in. Guess I don't frequent children's shows.
And why don't they speak in common english. What does it mean to find my "more"?  More what, Chinese Garbage?

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

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

Wed Aug 3 16:21:43 2016

Memory Lane with Emma, be she 18 or 28 years old means she was young enough to remember 2007 - 2015 when Donohoe destroyed and purged their parents and grandparents business on eBay for good.

This is the memory the Millenias have of eBay. This group is never coming back to eBay.  

If Wenig wants this segments  - make no mistake he needs this market - the only solution is to treat his small sellers (these kids parents and grandparents) with respect and action.   He needs to lift monthly sales limits, increase geographic search visibility, stop money losing free shipping games and other games we have to play on the site.  

These are the frustrations I talk about with my kids when they ask how are my eBay sales. They feel my and all of our pain today and  they will forget or forgive the Donohoe reign of terror.

Millenias are smart, savvy with long memories.  They remember 2007 collapse of US economy and the despair their parents felt after Donohoe 2007 - 2015 purge.    This is one major reason why Millenias are not on eBay and never will be until eBay ''gets it'' by realizing how his sellers talk about eBay at dinner tables across the country.  

His Emma sipping tea in her vignette ironically reminds me of the Tea Party.  The revolution is over with the Millenias.  Amazon is their go to site for everything.

Make no mistake I love selling and buying on eBay for some reason.  I only wish Wenig well in his efforts to revive the company.  

Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: mcposty This user has validated their user name.

Wed Aug 3 17:07:52 2016

Everyone is on amazon..get over it ebay, or make REAL change..be better than amazon, not just like them.

Dump the chinese sellers, make them sell on ebay.china
Fix search, stop trying to.tell people what they are.looking for.
Lift all hidden limits, if we succeed you succeed.

But you wont change, you are chinas lap dog.


Perminate Link for Time to Weigh in on eBay TV Ads and Marketing   Time to Weigh in on eBay TV Ads and Marketing

by: Russ This user has validated their user name.

Wed Aug 3 21:22:47 2016

No ads in the Tampa Bay market that I have noticed but then again, I don't watch Toddlers and Tiaras...

I feel that is the target market for any eBay ad campaign....spoiled, entitlement-obsessed, bratty buyers...

Click to view more comments
1 2  [Next Page]


Login is required to post comments.
To sign in to leave a comment using your AB Verify User Name, fill in the form below. If you have not yet signed up for AB Verify, or if you'd like more information, go to the Registration Page
.

Login for AB Verify
Be sure and use your email address and password to log in.

 
Email:
Password:
 
 Forgot Your Password?
 Even though you are signed in with the AuctionBytes Blog, you will have to sign in to the EcommerceBytes blog. But you can sign in with your existing AB Verify info.