Future Proof: Why does eBay advertise on TV?

The UK CMO Gareth Jones explains why and how the ecommerce platform is embracing the full media mix.
09 September 2019
Julie Kollman

Chief Research Officer, UK

There is a lot people don’t know about eBay, says Gareth Jones. In order to bust some of those myths – around things like delivery and newness – the online shopping platform is spending more and more on traditional media channels like radio and TV. Telling these stories and reaching a wider audience is helping them achieve longer term success, he explains, and complements their digital advertising approach nicely. So how does it work? How can “digital” principles be applied to things like radio and TV ads? How is it all measured? And what’s next for eBay?

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Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

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