barrettSF | Agency Profile, Contacts, AOR, Client Relationships
Service: advertising agency
- Main Telephone
- (415) 986-2960
|Matt H.||Partner, Chief Strategic & Momentum Officer||CA|
Sample of Related Brands
|Molly W.||Partner & Head, People||CA|
|Brad K.||Associate Partner & Creative Director||CA|
|Robert W.||Group Account Director||CA|
|Marisa B.||Group Account Director||CA|
eBay launches "Magic Box" campaign (Score 14)
72andSunny as eBay's creative agency.
Per Pathmatics, eBay earned 8.3b impressions YTD through desktop display ads (66%), Facebook ads (13%), Instagram ads (11%), desktop video ads (7%), mobile display ads (2%) and mobile video ads (1%). It placed the majority (94%) of these ads directly onto sites such as centurylink.net, windstream.net, facebook.com, instagram.com and start.toshiba.com. It placed the remainder (6%) through multiple indirect channels onto sites such as yahoo.com, finance.yahoo.com, espn.com, fandom.com and answers.com. It spent nearly $75.5m on digital display ads YTD, a huge increase from $34.6m spent in this channel during the same time period of 2021. Full-year spend fell by 15% from $83.7m in 2020 to $71.2m in 2021.
According to iSpot, eBay spent around $3.5m on national TV ads in 2021, just 22% of the $15.9m spent in this channel during 2020. In 2021, it placed ads during programming such as I Am Number Four, GoldenEye, Penn & Teller, The Bourne Identity and Coach Carter. It has not allocated any budget toward this channel so far this year.
Sellers-- eBay mainly targets Gen-Xers and millennials. The company used to be a big-time national TV spender, but it has recently shifted its focus toward digital channels. It decreased spend across both channels in 2021, but it started ramping up digital spend earlier this year. I believe it will continue increasing digital spend because the new campaign is only being supported online. Plus, we are well into H2 and it has still not aired a national TV ad this year. eBay also invests in print and local broadcast TV ads, per Kantar. Sellers should reach out soon to score some of these extra campaign ad dollars.
Agency & martech readers-- In addition to Barrett, eBay works with media/digital AOR R/GA. The company partnered with MediaCom in 2019, which puts that account over the three-year average agency tenure, so I recommend reaching out to see if it plans on reviewing that account. You also may be able to pick up some PR work promoting eBay's new refurbished marketplace.