eBay signals shift in advertising strategy

eBay Australia will build a direct advertising sales team as part of a shift in its ad strategy.

The announcement:

eBay Advertising, a division of eBay Inc. has announced a shift in its advertising strategy to focus on first-party data, and offerings that will help brands to drive commerce on the core eBay marketplace.

As part of this approach, eBay Advertising Australia and New Zealand will strengthen its in-house advertising offering with a new Direct Advertising sales team, focused on developing commerce partnerships with brands to reach buyers at every stage of the shopping journey.

“eBay offers unrivalled oversight of shopping behaviour, with over 11 million Australians visiting the site each month,” said Mark Mansour, Head of eBay Advertising.

“Now, we’re evolving as part of a global advertising organisation to meet the needs of the brands we serve, with a laser focus on their marketing efforts.”

Over 500 million hours of shopping activity are analysed annually by eBay Advertising. 80 of the top 100 Australian retailers sell through eBay and 40,000 retailers feature on the marketplace today.

Source: eBay Australia