eBay has handed its global media to iProspect following a competitive review. The review-which started in April-included the Australian market and pitched three ways between EssenceMediaCom, iProspect, and Havas. Previously, EssenceMediacom ran eBay’s media account since 2019.
Due to its passion for the eBay brand and strong operating model,” said an eBay spokesperson, iProspect was appointed. Adding, he said Australia’s iProspect team played an integral part in the review process.
“Supporting our long-term growth goals, eBay’s marketing organization has undertaken a global transformation-from a decentralized market-based model to a more centralized model providing global efficiencies. To support this evolution, we were looking for a media agency partner who could help us identify synergies and scale globally, while staying true to the unique needs of our customers within each market,” the spokesperson said.
[iProspect’s] support will be crucial as we focus on full-funnel campaigns integrated at every touchpoint along the buying and selling journey. We look forward to working with the iProspect team in 2025 and beyond.
The spokesperson said, “We are delighted to have partnered with eBay and helped drive its global transformation journey. Our shared vision in accelerating growth and performance optimization across the media funnel with innovation, data, and technology were clear throughout the entire process, and we are very excited about our future success together.”.
COMvergence projects eBay to spend over $350 million on media this year, but that iProspect will handle roughly half of that, with the remainder being handled internally as performance marketing spend. In FY23, eBay’s annual sales and marketing expenses were $2.2 billion and advertising and marketing costs were up $13 million compared to a year prior. The e-commerce marketplace platform was up 3 percent net revenues to $10.1 billion.
