September 27, 2012, 10:04 AM

eBay U.K. targets mobile shoppers in Britain with an ad campaign

The marketplace says 30% of holiday gifts it offers will be bought via mobile.

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EBay.co.uk has launched an advertising campaign to highlight its popular mobile app and site. The company says its customers in Britain purchase one item every second using the eBay U.K. mobile app.

The new campaign—which includes television, outdoor and online ads—is timed to influence consumers as they consider what to buy for the forthcoming holiday season, the company says. EBay predicts that approximately 30% of Christmas gift purchases on its site will be bought via mobile devices over the holidays.

Mobile has transformed the shopping experience, making it possible to browse and purchase wherever you are, at any time of the day or night,” says Amanda Metcalfe, U.K. marketing director for eBay. “This campaign aims to show that shopping on eBay via your mobile (device) is as easy as a few swipes and taps of your finger. Even if you’re shopping via a smaller screen, you’re still able to access the full selection of products available via our traditional site.”

The campaign features a 30-second television spot that shows how shoppers can use mobile devices to do their shopping. In the ad, a young woman shops eBay’s mobile site on her smartphone, swiping some items away and expanding others.

“EBay is one of the most downloaded shopping apps globally, so if you’re selling on eBay, you’re reaching millions of potential shoppers,” Metcalfe says. “This is a significant benefit for our retail partners who can use eBay as a way to compete on mobile, and extend their multichannel sales.”

An additional part of the new advertising campaign is eBay’s promotion of Nectar, a shopping bonus and rewards scheme that counts some of the largest online retailers in the U.K., such as Amazon U.K. and Sainsburys.co.uk, among its participants.

The ad campaign also includes online banner ads with embedded video designed for both the traditional and mobile web.

EBay U.K. says that its web marketplace for computer users, eBay.co.uk, now receives more than 17 million unique visitors a month, which is roughly equivalent to the number of people who visit London’s Oxford Street, the heart of London’s shopping district, each month.

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