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eBay has done several deals in the fourth-quarter scatter market using the media marketplace eBay itself powers, which could help to still voices raised in opposition to the marketplace which have wondered, essentially: if the marketplace is so great, why isn’t eBay using it for its own media buying?
OMD conducted the business for eBay, writes MediaPost. Other agency backers include Carat, Zenith, Interpublic’s media operations, and PHD. Those who have voiced opposition to the marketplace - which allows for the online buying and selling of television time - say that it commoditizes television ad space and removes a key personal element to negotiations. Starcom’s John Muszynski and Group M’s Rino Scanzoni are among those who oppose the trading system.
eBay won the bid to create the system from the Association of National Advertisers’ Television Advertising Committee.
So far, the system is still in test mode and covers only national cable. Only two networks - Oxygen and TV One - are known to have made deals via the system. Both are estimated in the six-figure range.
It is unknown which networks eBay inked deals with via the system.
It is possible that Oxygen’s future use of the system could be in jeopardy following its purchase by NBC Universal, which has shown no interest in the marketplace. An Oxygen representative, however, says that one of the major selling points for NBC U was how Oxygen did business.
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