eBay is launching a new TV campaign tonight on 3 channels, seeing as I tend not to watch TV at all (have you seen Ted.com?), you can preview the advert on YouTube and I’ve popped it below for you.
A Changing eBay
It’s interesting that the stance is towards “what you want” and leveraging the sheer volume of listings (not product’s) on eBay, which is around 30 million. Also judging by the programmes this advert is attached to, Location, Location, Location, The Mentalist and Criminal Minds is focused towards women, but features a man and more men (7) than women (4) in the advert.
I’m not converse with this type of marketing, but I do wonder why verbal no mention of the fashion outlet was included, although this might be subliminal due to the amount of product eye candy for the women’s department.
Also, take note on the wording from Alex Von Schirmeister, VP of Marketing for Europe:
In the past few years, eBay has changed. Its now a destination to buy the latest laptops and smartphones, high street fashion, even brand new car parts. We want to say to people that love shopping, and like to have a wide choice and great prices, come and take another look at eBay. The selection people will find on eBay is truly unique. The new retail merchandise is there alongside vintage, hard-to-find and second-hand items which we know our customers love to browse and shop too.
You can’t disagree that eBay has changed in the past few years, mostly for the better, but for as much as I and the businesses I work with gain from the new style, I personally like using eBay for both fixed price items, but also the auction format that now only accounts for 39% of total sales.
Where else would I have got a Kodak Zi8 camera, as new, with a case and remote control for under £100?
Ultimately you’re funding the campaign, what do you make of the new advert? Money well spent?
Any marketers out there that would like to comment on the adverts contents either publically or privately or do you have any inclination on the demographics this advert is aimed at?
Let me know in the comments box below.