“The banner ads we run today are OK, but they’re not truly native, and we needed something that works for mobile as well,” Linde said.
EBay expects approximately $30 billion in revenue will be transacted through smartphones and tablets this year. Embedding Promoted Listings within the user’s natural search flow fits eBay’s strategy to develop more mobile-first formats designed to fit its native commerce experience, Linde added.
As such, eBay will roll out more “commerce advertising” products designed to enable merchants and advertisers to connect actions throughout the purchase funnel.
“We want to match the right product to the right query to the right bid and get all the way down to sale,” said Linde. “RJ Pittman, our chief product officer, is reinventing the consumer side of our shopper experience to make it much more browsable and shoppable by considering how brand advertising and seller promotions fit in there.”
Ahead of its split with PayPal, which will trade independently on the NASDAQ in the second half of the year, eBay Marketplaces seems to be rethinking its global ad strategy. In the past, it operated more regionally, but for the first time, according to Linde, its North American, European and Asia-Pacific counterparts will function as more of a cohesive group.
“We realized that if we gave it some real focus from a global products point of view, we could do something bigger than today,” Linde said. “Up until now, we didn’t really have great global coordination. Our media business is great and it’s not going anywhere, but we want to bring more opportunities to brands that are integrated in the native experience in addition to display.”