Why eBay opted to reduce its reliance on performance media

Brands need to find a balance between performance marketing and brand building; afters years of focusing on performance media, eBay has renewed the emphasis on brand.

Discussion about the prevalence of short-termism in marketing has returned to the fore with a vengeance in 2019 – not least as a result of Peter Field’s intervention on the crisis in creative effectiveness. Marketers are reconsidering the balance of their campaign activity, amid complaints that advertisers are obsessing over today’s sales at the expense of future profitability.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands