eBay’s new “Shop the World” campaign is set to focus on the company’s multiscreen technology as well as highlight eBay’s global partnerships with SMBs in order to put eBay at the top of consumers’ minds entering the holiday season.
The ads, which run in 15-, 30-, and 60-second spots, are meant to highlight the diversity of eBay’s 800 million listings by showing how inspirational moments — from rock concerts to street artists — can translate to great eBay finds, and the launch of “Shop the World” coincides with themed collections of inventory based on shoppable moments from the ads.
The campaign will run across digital, mobile, television, and social channels and includes rich media mobile ad buys that play the 15-second spot in an attempt to reach the company’s growing number of mobile users. According to an eBay spokesperson, eBay has installed a mobile base of 260 million apps, generating $20 billion in mobile volume in 2013. Additionally, 59 percent of buyers shopped across multiple screens.
“The way people shop has changed,” says the representative. “Consumers want to buy whatever inspires them: anytime, anywhere, and on any sized screen. The combination of eBay’s diverse and extensive product display catalogue combined with multiscreen technology means that the world’s inspiration can be instantly shopped on eBay.”
“Shop the World” is also a chance for eBay to acknowledge its worldwide network of global sellers, says eBay. “From individual sellers to small and medium-sized businesses to beloved brands, our sellers create one of the more extensive and interesting product catalogs in the world. This campaign is for them.”
eBay was recently named one of Interbrands “Best Global Brands” for the 10th consecutive year. But the company has evolved beyond its auction site roots. Eighty percent of items on eBay are now sold new, and 78 percent of its gross merchandise volume is sold at a fixed price through the site’s “Buy It Now” feature. eBay hopes that “Shop the World” will showcase the company’s roots as a global network of buyers and sellers while driving engagement across channels as users become more vested in seamless mobile shopping experiences.
Image via Shutterstock.
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