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.

Creative Spotlight

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.”

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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

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.



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