Warc, 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
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