eBay Tests Autoplaying Video Thumbnails For Ads On Listing Pages & In Search
eBay is testing a new way of drawing buyer attention to competing items on listing pages and in search, with some thumbnails showing an autoplaying video snippet instead of the static main item image.
Sellers in the eBay community noticed the recent change and have raised concerns it could mean a new type of advertising or additional advertising expenses could be on the way.
my-cottage-books-and-antiques
I'm guessing this is a test (so maybe not everyone is seeing this), and apologize for the long URL, but that's the URL I'm seeing:
https://www.ebay.com/itm/356366485017?_skw=rotating+santa+claus+music+box&itmmeta=01JF8AVJ2VDEY9R7R2...
If I scroll down below the description, to the sponsored listing section, the thumbnails include the regular gallery photo thumbnail BUT if the listing has a video, ebay is showing the video instead of the gallery photo. (I've been begging for this since they first gave us videos, although I was primarily thinking about showing this in search results....still, this is on the right track...)
This is a still screen shot, but as you can see the very first item in the first tow is two parallel lines showing (for "pause") But if this were a video clip, you'd see the video there is auto playing (although without sound)
I was able to replicate this experience on a different item page, showing how the video thumbnails autoplay as you scroll down.
To be fair, some of the items with the video thumbnail are in the "You May Also Like" section and are not designated as sponsored ads, so the feature does not appear to be limited only to Promoted Listings ads at this time, but certainly could become more focused on drawing attention to Sponsored ads in the future if eBay determines the test has positive results.
Other sellers chimed in that they were also seeing something similar in search.
Yes, I have seen videos on the search results page recently when looking at vintage kaleidoscope. I have not noticed the videos on the listing pages sponsored modules, but I will go and have a look.
Unfortunately, I wasn't able to replicate that experience when testing with multiple searches across different browsers, but luckily one of the community members in that thread captured what they are seeing and published a YouTube video.
Interestingly, the item displays in search with the autoplaying video (green box), the main image thumbnail next to it, and an Add to Cart button that will allow the buyer to skip looking at the full item page with description and simply head straight to checkout.
It's also worth noting that this is a Sponsored item, which means it's a Promoted Listings ad - and updates to eBay's Marketing Terms released today added language which states that a click on an add to cart button counts as an ad click for fee attribution purposes, even if the buyer doesn't actually view the item page.
eBay has tested various ways to integrate Quick Search and add to cart buttons into the search page experience over the last year - all of which have been met with negative reactions from sellers who are concerned that allowing buyers to head straight to checkout without clicking through to the full item page will increase returns and not as described claims.
Liz Morton
Given the prominent display of the autoplay video sponsored listing in search results, it also won't be surprising if eBay eventually monetizes it further by either spinning it off into its own separate ad product or simply charging higher ad rates if you want to enable video on your sponsored Promoted Listings ads.
What do you think about eBay testing autoplaying video ads on item pages and in search? Let us know in the comments below!
