eBay (NASDAQ: EBAY) wants to remind people that it, too, offers shopping deals for the holidays. The online auction site has a new holiday-themed television ad campaign debuting on Wednesday. Titled “The Gift They’re Waiting For Is Waiting on eBay,” the spots mark the brand’s first holiday national television ads in nearly two years. The commercials are part of a broader effort by the company to show it can help shoppers find “perfect gifts for everyone on their list, by offering the best choice and amazing deals all season long,” it said in a press release.
Why eBay?
Though the website offers more than just auctions, it’s not a traditional store. The goal of this ad campaign is to remind shoppers that eBay can help them find more personal items for the people on their holiday gift-giving list.
“Our new campaign illustrates why eBay is a top destination for holiday shopping — delivering incredible inventory and inspiration, along with a seamless shopping experience,” said Suzy Deering, chief marketing officer for eBay North America. “As a global marketplace, eBay is the only place to find this year’s most in-demand items, from small and mid-size sellers to top brands like Mattel, to one-of-a-kind personal or bespoke items. We empower shoppers to be the ultimate gift-givers with our unparalleled selection.”
That’s a rosy spin on what the online auction site may or may not have, but it’s fair to say that consumers might find things on eBay they can’t find elsewhere. It’s also more likely that consumers will find something unique, or at least uniquely tailored to the gift recipient.
“While the convenience of holiday shopping has increased, the thoughtfulness of gifting has simultaneously decreased,” said PJ Pereira, chief creative officer and co-founder of Pereira & O’Dell, the agency that created the ads.
This is a smart play
In a busy holiday season, eBay runs the risk of being completely forgotten by a public inundated with marketing from retailers. Taking to the airwaves early, before Black Friday, might help the company garner some early business or at least remind people that it offers an alternative.
eBay, which noted in its press release that 87% of items sold on the site are not bought via auctions, will also have a number of traditional holiday sales events. Driving traffic to the site should make those promotions more successful, and these commercials should be a solid kickoff to the season for the company.
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Daniel Kline has no position in any stocks mentioned.
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