eBay Advertising creates channel-agnostic agency sales team
eBay Advertising changes focus of agency sales team following ‘Programmatic Only Week’. A channel agnostic agency team will offer clients a completely flexible way of purchasing ads and will be supported by its third party sales organisation ad2one.
Hipp Organic was among the brands that actively took part in the pilot, which was supported by two agencies, VivaKi and Essence.
More than 1 billion ad impressions were purchased on eBay.co.uk during the pilot - all of which were sold exclusively through programmatic trading.
The success has cemented eBay Advertising’s focus on programmatic, which will be accelerated through the creation of a completely channel agnostic agency sales team.
eBay’s Head of Advertising, Phuong Nguyen, believes the pilot proved there is widespread demand for programmatic advertising amongst agencies and brands.
"The ability to implement some truly innovative targeting, including tailored messages to Android versus Apple users, resulted in a campaign that was not only contextually relevant, but also helped deliver impressive sales of the product and related items."
“Feedback from our agencies was that there is a creative application for programmatic technology but the industry is too confused at present. The industry needs to create a simpler system that utilises programmatic technology so it can be used as creatively as possible.”
Participating agencies and brands shared their learnings from the week:
Nicola Tatum, Senior Product Manager, HiPP Organic Milks, commented:
“We’re always looking for ways to better connect with our customers, and being able to target the right people with the right message at exactly the right time is a strategy we incorporate across all our media buying strategies through our digital agency, equimedia. Our campaign over the course of eBay’s Programmatic Only Week allowed us to harness the sort of targeting we would only usually get on a direct booking, the system was smoother and overall we found the experience positive in highlighting where we could be benefitting from programmatic in future.”
Danny Hopwood, Head of Platform, EMEA at VivaKi commented:
“There is no doubt that Programmatic trading has come of age. We recently announced plans to move our programmatic service expertise into the agencies, closer to the strategic planning process and closer to clients. It’s great to see eBay Advertising also supporting the development of programmatic advertising. This sort of pilot is exactly what the industry needs and it’s great for us that eBay Advertising took the leap of faith to accelerate change. Specifically, it showcased how programmatic reserve can help guarantee delivery against highly targeted inventory. Targeting against a contextually relevant environment and an audience who has shown recent interaction with the type of products being advertised contributes to an increase in performance.”
Anna Stoyanova, Programmatic Director of Essence, commented:
“For us eBay Advertising’s Programmatic Only Week is an indicator of the future of the industry.”