eBay launches international advertising division

eBay has previously done international ad deals, but only on an ad-hoc basis. eBay is now adding an international advertising division to manage advertisers’ text and display ad campaigns around the globe.

by Helen Leggatt

Advertisers are increasingly attracted to advertising on eBay and eBay is increasingly happy to accommodate them, much to the chagrin of some of its sellers.To this end, the auction site is setting up an International Ad Division, headquartered in Bern, Switzerland.

What advertisers want is to run campaigns on a global basis rather than on a country basis, in particular larger players such as Royal Mail and Mercedes-Benz.

"Working with advertisers in local markets, we came across an increasing demand for international campaigns, and campaigns across multiple territories," said Christian Kunz, head of advertising international at eBay, via ClickZ. "This service will offer a flexible and scalable solution for international advertisers and agencies.”

What attracts advertisers to eBay is the high propensity of the auction site’s users that want to shop. Couple that with the huge amount of transactional data held by eBay Advertising, and the ever-growing collection of highly niche categories, and it’s not hard to see why eBay is an attractive proposition.