eBay understood the importance of attracting mobile customers, and selected Amobee to bring their 4-pillar (Electronics, Fashion, Outdoors, Automotive) campaign to mobile. The mobile platform offered new opportunities for eBay to innovate and deliver a seamless shopping experience for consumers. By providing greater selections on mobile, the barrier separating the online and offline world disappears. In effect, this changed the way users experience products and make on-the-go shopping decisions. Additionally, by encouraging users to download the eBay mobile app, the company continues its relationship with the customer even after they tap on the mobile ad.
Bringing the eBay shopping experience onto mobile, using highly engaging and immersive content in line with the ‘Your Shopping Universe’ brand campaign running on print and TV. The campaign utilised both HTML5 Video and an iAd experience providing a highly engaging user experience.
Amobee worked with Apple to develop the campaign into a seamlessly packaged iAd unit. Utilizing the accelerometer, users made their way through different rooms featuring various automotive, garden, fashion and outdoor products. A secondary level of navigation was implemented to allow users to enter each of the four room environments to view additional messaging, product information, and a prompt to download the eBay app. Using Amobee’s intuitive targeting features on their PULSE for Advertisers platform, eBay was able to target retail enthusiasts, tech enthusiasts, social connectors, lifestyle enthusiasts and mobile enthusiasts.
This campaign achieved industry-slashing results. The ad achieved a 92 second in-ad time, making this the longest in-ad time in iAd history.
In addition to the audience insights provided by iAd, eBay monitored overall engagement with the ad unit to get a better understanding of the audience most likely to download and ultimately make a purchase on their mobile device.
***To view the iAd on your iPhone
To view the actual mobile ad, use the links and instructions below. You MUST have a WiFi connection to view the ad on your iPhone.
STEP 1: On your iPhone, Install the iAd tester: http://itunes.apple.com/app/iad-tester/id426184788?ls=1&mt=8
STEP 2: From within iAd tester app, load the following URL - Electronics_en-uk