Ebay starts early for holiday advertising
Who’s on Top? – October 30-November 5, 2017
Expenditures on new national TV ad placements saw a big jump during the week of October 30, with 717 advertisers spending $167 million. This is an increase of 59% compared to the previous week. NFL games were responsible for the largest share new advertising dollars, accounting for 21 percent of spend.
As soon as November hits, many advertisers race to be top of mind as the winter holidays approach. This week, ebay was one such advertiser, kicking off its holiday campaign with two new ads which debuted November 1. The ads encourage consumers not to “shop like everybody else” because ebay has the best deals on the best brands. The voiceover states that ebay will deliver “brand new, nearly new and totally you gifts.”
The company spent 100 percent of its national TV budget on placement of these two holiday ads during the week. To date, the commercials have aired nationally more than 1,800 times and with the holiday season just getting started, we will likely be seeing more from ebay in the coming weeks.
For details about creative from other top advertisers, visit The Drum
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