eBay Digital Displays
HTML5 display campaigns for eBay UK and eBay Germany, built at CRAFT through 2018: summer sales, voucher pushes, win-back campaigns for lapsed shoppers and the selling-fee offers that get people listing their own stuff. Each one shipped as a family of standard ad sizes, from mobile formats up to the 970x250 billboard.
Every banner below is the live build running in the page. Click-throughs, tracking and product feeds are switched off, so a few end on the designed animation where the real ad carried on into a row of live listings.
Services
HTML5 coding, Programmatic animation, DeploymentClient
eBayAgency
CRAFTThe stack
eBay runs its display advertising on its own platform, built for it by the German studio Next Tuesday, and every banner has to be written to fit. Tahiti, the back end, handles requests, approvals, click targets and placements, and it is strict about what it accepts: one HTML file, the size declared on the first line, a flat folder, and every asset referenced by its bare filename so the system can rename and rehost it.
FFM, the framework each banner loads, supplies named click-throughs, prices formatted for each market, viewability tracking and, through eBay’s dynamic ad platform, live listings that drop into the creative once the designed animation has played.
Development ran against a local test rig, a small Python server and a wrapper page standing in for the live ad tag, before upload to a Tahiti test placement. Some campaigns also went out through DoubleClick, which meant a second build of the same creative on Google’s Enabler.
Bis Sonntag: nur 1 €
A weekend selling-fee offer for eBay.de: list by Sunday and pay no more than €1. Animated frame by frame in Adobe Animate, cycling through three handsets and what each one sells for on average.
Diesen Sonntag: max. 3 €
An earlier Sunday fee offer for private sellers. The things you no longer need line up on the shelf, the headlines swap, and everything turns into euros.
1 gratis
Buy more than one item and the cheapest is free with code PLAY2. A teaser line, a spin, then the offer. One build per audience: toys, gadgets and fashion.
Finaler Sale
The last phase of the German summer sale. Watermelon lollies bounce in, hold for the offer, then rocket off the banner.
Sommer-Sale
Up to 70% off across fashion, home and tech. The watermelon drops in and grows a face.
5 € Gutschein
A €5 voucher on items under €20, code PROSECCO. The products arrange themselves around a giant -5€, with a headline written for each audience.
Schon eBay gecheckt?!
Daily deals with a lowest-price guarantee, launched with confetti and a burst of colour powder. Alongside it, a tyre campaign with a €10 fitting voucher.
Sell your phone
eBay UK's push to get old phones out of drawers: make £50 more selling on eBay than trading in. A hand offers the phone, another arrives with the cash and gives it a shake.
Max £1 selling fees
A bank holiday fee cap for private sellers in the UK. Unwanted things fold themselves into parcels and come back as cash.
Recently inactive
Coupon campaigns to bring back UK shoppers who had gone quiet, split by interest. All built on eBay's base template: a lifestyle image, coloured blocks, two headlines and three products.
Early churn
The same system for newer customers at risk of drifting away, with its own palettes and headlines.
