eBay advertising aims to target 70% of Australian online shoppers
What has been described as Australia’s largest private market place has launched with the opening of eBay Advertising Australia.
The platform accesses 7 million unique users per month
The online sales forum said the marketplace gives brands access to over 7 million unique visitors per month and the ability to programmatically trade on over a billion ad impressions.
It said that eBay reaches 70 per cent of Australian online shoppers every month.
“I believe that the future of digital advertising sits firmly with programmatic trading,” said JJ Eastwood, General Manager eBay Advertising, Australia & New Zealand.
“It’s simply a more intelligent way to purchase digital media as every impression is bought and sold more cost effectively, and as a result the most relevant messages reach the right people, at the right time.
Yesterday, The Drum reported that large scale field experiments undertaken at eBay concluded that brand keyword advertising was ineffective and provided no short-term benefits.
The report concluded: “The results of our study show that for a well-known brand like eBay, the efficacy of SEM is limited at best.”