EBay Advertising International provides advertisers and media agencies with comprehensive data covering demographics, user behaviour and transactional history, which allows brands to create campaigns that target specific users within any of the site's sectors, from videogamers in Australia to car dealers across Europe.
Brands can also form strategic partnerships with eBay to generate a deeper interaction with the online auction site's 80m active users. The partnerships can include various promotional features such as competitions, eBay newsletters and podcasts, and co-branded microsites.
The new division, which launches today, will be supported by an online resource centre that features information on eBay's advertising opportunities and provides examples of previous campaigns from brands including Royal Mail, Mercedes-Benz, Commerzbank and Fiat.
Christian Kunz has been appointed head of eBay Advertising International, which is headquartered in Bern, Switzerland. He joined eBay in 2005 as head of European strategy and analytics.
Kunz told Brand Republic that the new division makes it easier for brands to launch multi-national campaigns on eBay because the companies don't need to deal with each local eBay market separately, as was previously the case.
He said: "As the online advertising market matures, brands are working harder to target an audience that is buying, searching and browsing specific products online.
"At eBay Advertising, we have a unique offering of the largest collection of category channels and unrivalled product transaction data, enabling brands to get closer to sales by directly targeting consumers with a high propensity to buy."