Advertising during NFL Play Off games

[mr_lincoln]

I saw a Mercari commercial during one of the NFL Playoff games today, very professional ... did not see any eBay commercials ...

[annadryl]

I was seeing tons of Etsy commercials all over before Christmas, the song would get stuck in my head. No ebay at all. Playoffs are definitely a good time slot I'd think. I guess different companies have wildly different marketing ideas...

Or none...

[mr_lincoln]

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@annadryl wrote:

I was seeing tons of Etsy commercials all over before Christmas, the song would get stuck in my head. No ebay at all. Playoffs are definitely a good time slot I'd think. I guess different companies have wildly different marketing ideas...

Or none...

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@annadryl   And some have none at all ...

[luckythewinner]

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@mr_lincoln wrote:

I saw a Mercari commercial during one of the NFL Playoff games today, very professional ... did not see any eBay commercials ...

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"Japan has long been a profitable market for Mercari. But the company continued to incur losses in the U.S., where the company has poured thousands into branding. GMV there rose Y19 billion from the same quarter a year earlier.

The marketplace has redirected significant financial resources to improve unit economics in the U.S. and ascribed losses with relentless struggles in the American market dominated by OfferUp and Craigslist. The company didn’t disclose whether or not it had turned the corner there."

https://aimgroup.com/2020/11/09/mercari-q1-fy2021-first-quarter-of-profits-since-ipo/

[mr_lincoln]

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@luckythewinner wrote:

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@mr_lincoln wrote:

I saw a Mercari commercial during one of the NFL Playoff games today, very professional ... did not see any eBay commercials ...

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"Japan has long been a profitable market for Mercari. But the company continued to incur losses in the U.S., where the company has poured thousands into branding. GMV there rose Y19 billion from the same quarter a year earlier.

The marketplace has redirected significant financial resources to improve unit economics in the U.S. and ascribed losses with relentless struggles in the American market dominated by OfferUp and Craigslist. The company didn’t disclose whether or not it had turned the corner there."

https://aimgroup.com/2020/11/09/mercari-q1-fy2021-first-quarter-of-profits-since-ipo/

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@luckythewinner   Good post ... their name is hard to remember so the branding issue is probably tied to that ... that would be my guess ...

[louies1948]

Maybe just maybe Ebay weighed the cost of the ad on the NFL game and realized the amount of people that do not watch sports that the players will not stand up for our national anthem. and it is not worth the cost like it used to be. I applaud Ebay for not supporting them and putting OUR advertising dollars in other places .. Just my 2 cents, nothing personal

[mr_lincoln]

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@louies1948 wrote:

Maybe just maybe Ebay weighed the cost of the ad on the NFL game and realized the amount of people that do not watch sports that the players will not stand up for our national anthem. and it is not worth the cost like it used to be. I applaud Ebay for not supporting them and putting OUR advertising dollars in other places .. Just my 2 cents, nothing personal

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@louies1948   EVERY OPINION IS WELCOME HERE!  First, let me say I never get fussed up over a differing opinion, this is a "discussion" and by definition it invites different views.   And to your point, "nothing personal" is fine by me.  I think however that eBay is not as altruistic as you might think because they are a business FIRST and FOREMOST, so its all about money.  I think they will advertise during one if not all three of the remaining games including the Superbowl.  And that my friend is my 2 cents ...

[mudshark61369]

@mr_lincoln,

I noticed a number of ebay ads back in September/October mostly encouraging people to sell, but also to buy.   eBay has never been big on advertising, their brand when it was basically the only game in town in the late 90s early 2000s, was spread by word of mouth, without them needing to advertise.  They've been complacent since then, even as they've been losing market share. 

As for advertising during the Super Bowl is it really worth the cost for ebay to produce commercials that will only run for a week or so?  Especially, with the possibility of a Covid outbreak cancelling the game, or forcing one team to go on the field minus some of their best players, and not to forget last years game lost viewership because of the players taking knees. 

With the exception of beer, soda pop,  various snack brands,  auto companies etc. running commercials or ad campaigns based on the SB ads for several months/years many of the ads are one time shots.  It may be worth it for Mercari to use the venue to get their name out there, but other than Amazon what other online retailers have used the venue more than once?