eBay outlines mobile ad plans

15 September 2014

SAN JOSE, CA: EBay is planning to launch an advertising network for its mobile app, which will offer advertisers access to its huge database of users' shopping activity, the ecommerce firm has announced.

"Now, for the first time, we're giving you the opportunity to connect with eBay users throughout their entire shopping journey," eBay said in a statement on its website.

"eBay mobile advertising will be a native experience, beautifully integrated into the eBay app," it continued, adding that it generated $20bn in mobile commerce in 2013 and that its app was downloaded 260m times around the world.

The company said it tracks more than 290m hours of shopping activity each month and that its app has about 4.6m daily visitors, who spend three times longer on the app than its nearest rival, which it declined to name.

Advertisers will be able to place ads across multiple mobile devices, eBay said, and it is working with Florida-based Triad Retail Media to place them.

The new advertising network on smartphones and tablets will be available in Q4 2014, according to Stephen Howard-Sarin, eBay's head of display advertising, in an interview with Re/code.

He said the new mobile ads will be capable of playing video or leading shoppers to download an advertiser's own app, and they will be designed so that they weave into the grid of products displayed in the app's feed of product listings.

As eBay seeks to position itself as a significant player in the global mobile advertising market, a series of recent reports have highlighted its rapid growth.

For example, global mobile advertising revenues almost doubled in 2013 to $19.3bn, according to a report last month from the Interactive Advertising Bureau (IAB).

Mobile display recorded the highest growth at 123.4 % while mobile search rose 92%, the IAB said, leading it to say that mobile had become "a vital part of the marketing media mix".

Data sourced from eBay, Re/code, IAB; additional content by Warc staff