EBay The Latest Big Name To Plan Snapchat Content Campaign

EBay Inc EBAY announced it is turning the dial up to 11 on advertising after announcing a “massive” nationwide ad campaign this spring aimed at bringing in new buyers to the once dominant e-commerce platform.

EBay's Spring Fling With Social: What To Look For

In May, the campaign will include advertising network TV as well as streaming services and social media platforms to reach a new demographic, including Facebook Inc FB's Instagram, Pinterest and Snap Inc SNAP.

Snap May Be A Fad, But eBay's On Board

Established brands' media presence has been a staple for decades, but in order to adapt to the everchanging social media environment, more brands are turning toward "hipper" platforms, particularly Snapchat for its discover feature, to capitalize on its stellar engagement with a younger audience. NBC and owner Comcast Corporation CMCSA recently secured a deal with Snapchat regarding their upcoming 2018 Winter Olympic coverage, adeptly realizing that the younger generation doesn’t watch Olympic coverage the way older folks do.

Companies jumping on board to deliver new and exciting content on Snapchat are pushing the boundaries of how brands use social media to connect with their audience. The Chicago Bulls have been displaying this in full force by producing full-fledged Snapchat movies to connect with the next generation of fans.

Ebay is hoping its latest advertising campaign will help bring the company back into the conversation and at the forefront of online shopping.

Analyst Commentary, Rating For eBay

“We continue to expect a combination of increasing visibility through national advertising and gradual improvement to the core eBay site/app should drive modest acceleration in GMV growth through the year,” said Baird Equity Research. “Given ongoing skepticism among investors regarding eBay’s ability to fix the site, we still view faster growth as a potential catalyst for shares and multiple expansion.”

Baird Equity Research continues to be bullish on eBay’s future, maintaining an Outperform rating and a $38 price target on the stock.

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