EBay launches global media review

EBay has put its global media account into review. The review, which is expected to be completed by the end of the second quarter, is being handled internally. Incumbent media agency GroupM’s EssenceMediacom will defend the account, an eBay spokeswoman confirmed. It is unclear what other agencies will be vying for the business. See all of Ad Age’s 2024 Creativity Award winners here “In support of long-term growth goals, eBay’s marketing organization has embarked on a global transformation—moving from a decentralized market-based model to a more centralized model that provides global efficiencies,” according to an emailed statement from the company. “As part of this evolution, eBay is reviewing its media business to ensure our media capabilities more effectively service eBay globally, while maximizing impact across our focus categories and core markets (U.S., U.K., and Germany).” EssenceMediacom declined to comment. EBay spent $307 million on U.S. measured media in 2023, up from $286 million in 2022, according to Vivvix, including paid social data from Pathmatics. The company’s global marketing expenses totaled $1.2 billion in 2023, in line with what it spent on worldwide marketing in 2022, according to a 10-K filing. The San Jose, California-based e-commerce retailer consolidated its global media buying and planning business in 2019 with Mediacom, now known as EssenseMediacom following its 2023 merger with GroupM media shop Essence. Also read: Top 10 account reviews of 2023 EBay has essentially passed its media account back and forth between GroupM and Publicis Media over the past decade. What was then Mediacom was awarded eBay’s full global media account in 2014. Two years later, Publicis Media’s Blue 449 won buying and planning duties for eBay’s U.S. market from Mediacom. At the time, Mediacom retained certain markets including Europe and Australia, before winning back the global account in 2019. The move to global efficiencies comes at a time when the retailer is battling scores of competitors—including Amazon and Walmart, resale sites such as Poshmark and ThredUp, and overseas discounter Temu—and needs to bolster worldwide growth. Earlier this year, eBay cut its workforce by 9%, laying off around 1,000 staffers. To maintain its standing as a second-hand platform, the company has boosted its authentication efforts; last year, eBay added a “Certified by Brand” program in which it partners directly with brands. Two years ago, eBay ran a campaign targeting Gen Z meant to position its brand as a trusted source for resale amid a sea of counterfeiting. That work was done by the independent shop Joan. Joan built on that campaign in December 2023 with “Authenticity Guarantee,” a series of photos depicting eBay buyers and sellers interacting in a much livelier way than on more impersonal e-commerce rivals. Independent agency The Many was behind eBay’s 2021 campaign specifically targeted to sneakerheads. EBay recently reported a 2% rise in fourth-quarter revenue to nearly $2.6 billion, along with a profit of $728 million. Along with focusing on its reputation as a trusted seller of secondhand goods, the retailer is also experimenting with new technology such as generative AI as it works to improve e-commerce efficiencies. For example, on a recent earnings call with analysts, executives spoke about leveraging AI to make the customer experience better. The review comes as EssenceMediacom organizes under new leadership appointed by new GroupM North America CEO Sharb Farjami and looks for a permanent U.S. CEO. The agency confirmed in February that Jill Kelly, who was appointed to that role in 2022, is no longer U.S. CEO but will remain with GroupM in a currently untitled role. Chief Operating Officer JiYoung Kim is filling the U.S. CEO role on an interim basis. The agency also recently lost several media accounts in 2023 including Uber (although it retains the Asia Pacific business), Walgreens and Signet Jewelers.

EBay launches global media review

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