eBay new campaign concentrates on its mobile shopping app to attract new customers and change its rep as a place to buy used goods.

eBay is well known for being an online auction site where you can bid on second-hand fashion items to old antiques. Over the years, however, eBay's marketplace has transformed into one where you can purchase all-new items and the latest gadgets at fixed ‘buy it now' prices. It has also grown from a website to a mobile shopping service with the launch of its app in 2008. In 2010, more than $2 billion worth of goods were purchased from eBay using a mobile device.

eBay's new campaign wishes to focus on its mobile shopping aspect as the better and more convenient way to do all your shopping in one place. eBay wishes to move away from its stagnant image as just an online auction site for second-hand goods. The new eBay commercials are created by Venables Bell & Partners, an advertising agency based in San Francisco, USA. The commercials target three kinds of consumers: the fashionista, the electronics junkie and the auto parts and accessory fan.

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