eBay, a multinational e-commerce company has selected iProspect, a global digital marketing agency and part of Dentsu, to handle its global media duties after a competitive review process.
The review, which began in April, included the Australian market and saw three agencies competing: EssenceMediacom, iProspect, and Havas. Previously, EssenceMediacom has managed eBay’s media account since 2019.
An eBay spokesperson explained that iProspect was chosen for its “passion for the eBay brand and their strong operating model.” The spokesperson also noted that Australia’s iProspect team played a significant role in the review process.
“In support of our long-term growth goals, eBay’s marketing organisation has embarked on a global transformation—moving from a decentralised market-based model to a more centralised model that provides global efficiencies. To support this evolution, we were looking for a media agency partner who can 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 critical as we focus on full-funnel campaigns that are integrated throughout the entire buying and selling journey. We look forward to working with the iProspect team in 2025 and beyond,” the eBay spokesperson added.
“We are honoured to be partnering with eBay and help drive their global transformation journey. Our shared vision for accelerating growth and optimising performance across the media funnel through innovation, data, and technology was clear throughout the entire process. We are excited about our future success together,” an iProspect spokesperson said.
COMvergence estimates that eBay will spend over $350 million on media in 2024, with iProspect handling about half of this, while the rest will be managed internally as performance marketing spend. In FY23, eBay’s annual sales and marketing expenses were $2.2 billion, with advertising and marketing costs increasing by $13 million. The e-commerce platform saw a 3% rise in net revenues, reaching $10.1 billion.
