eBay Advertising

With its global online marketplace ebay.de, eBay Advertising ranks among the widest-reaching online marketers in Germany.

Advertising customers and sales partners are offered an extraordinary combination of wide reach, sophisticated targeting solutions and enviable insights into the shopping habits of the German consumer. In addition to a variety of engaging advertising formats and audience solutions, eBay Advertising also offers truly strategic partnerships.

Press relations in the B2B sector

From 2012 until 2020, pioneer communications supported online publisher eBay Advertising with press relations and in various areas of marketing, such as the placement of speakers at industry-relevant events, social media, the creation of presentations, marketing collateral flyers and infographics as well as with firm-internal newsletters.

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Mission

The focus was on positioning the company and its special expertise in the B2B marketing trade press, in order to increase awareness of and interest in advertising placements on eBay. The greatest unique selling point in this context was the quality of the company’s own data, which can be used by advertisers to drive insights, relevance and performance of their advertising campaigns on ebay.de.

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Realisation

One approach was to make the special topic tangible and to demonstrate the added value of eBay’s advertising expertise for customers by using concrete examples. We provided intelligence on internal data requests and conducted the analysis on multiple key shopping moments and related events. The goal was to generate surprising, extraordinary results on the shopping behaviors of German eBay users. We distributed the content via press releases together with recommendations for actions on advertising placements for brands, manufacturers and dealers and made available to the marketing trade media together with engaging infographics. In addition, the content was distributed using the company’s own Twitter channel. A second approach was to pitch and arrange interviews and background discussions with the eBay Advertising EU Sales Director Mike Klinkhammer and specialist media on industry-relevant topics in the context of industry events such as IFA and dmexco.

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Evaluation

As a result of these activities, we achieved regular coverage in the key trade media and e-commerce publications. Over time, good contacts with journalists were established through continuous media contact work, which was also reflected in recurring statement and interview requests. Feedback from the eBay Advertising Sales Team confirms changes in awareness and perception in the target group.

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