ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Commerce Daily in early 2017. Some information, such as publication dates, may not have migrated over. Check out our topic page for the latest mobile commerce news.

EBay entices holiday shoppers with mobile-optimized global campaign

EBay is hoping to entice consumers before the holiday shopping season begins with a digital campaign focusing on its multiscreen capabilities and illustrating how inspirational moments can be shoppable.

The marketing campaign, which is mobile optimized, plans to have a heavy focus on the commerce aspect by stressing that eBay’s 800 million listings combined with its multiscreen technology provide for instant shopping anytime and anywhere. EBay hopes for shoppers to take inspiration from the world around them and use that to fuel purchases.

“This campaign is designed to increase shopping on our marketplace during the most critical time of the year for commerce – the holiday season,” said a spokesman for eBay, San Jose, CA. “However the way people shop has changed – consumers want to buy whatever inspires them: anytime, anywhere, and on any sized screen.”

Holiday campaign
The marketing campaign, titled “Shop the World,” will be going live on Oct. 13. to lead into the anticipated holiday shopping season. The brand is hoping to help bring more awareness to independent sellers and smaller retailers who make livings off of eBay listings.

The goal of the campaign is also to activate dormant eBay customers and entice new consumers. EBay prides itself on being a global marketplace ecosystem, thanks to the variety of products its sellers offer.

The marketing effort was planned in conjunction with the release of eBay’s crowning as the #28 most valuable global brand in Interbrand’s recent “Best Global Brands” report.

The “Shop the World” ads offer a mix of TV and digital videos for audiences in the United States, United Kingdom, Germany and Australia, with more global markets to be announced in 2015.

“The ads are mobile optimized and can be viewed on mobile,” eBay’s spokesman said. “The campaign includes mobile ad buys which will be rich media, playing the :15 spot.”

Creative Campaign
In spots ranging from 15 seconds to one minute, various scenes are shown with the camera zooming on in several attractive products. The campaign aims to reinforce that these products can be easily purchased on eBay.

The creative advertisements show that any moment that inspires someone, from concerts to classic films, can be theirs on eBay. The ads will be running on mobile and social channels as well as on television, and will be launched to coincide with various themed collections available on eBay’s mobile and Web sites.

The campaign will be featured on eBay’s Twitter, Facebook, Pinterest, Instagram, LinkedIn and Google+ pages, and can be followed via the #ShopTheWorld hashtag.

EBay continually strives to make shopping easy from any platform and recognizes the importance of mobile commerce.

The brand has seen 260 million apps installed, with apps available in eight languages across 190 nations. 44 percent of shopping volume is touched by mobile, resulting in the company earning $20 billion in mobile volume in 2013.

“The combination of eBay’s diverse and extensive product catalog combined with multi-screen technology means that the world’s inspiration can be instantly shopped on eBay,” eBay’s spokesman said. “We’ve invested to deliver a great shopping experience from any device and seen the pay-off.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York