Experience would suggest that eBay already has something up its sleeve to replace the program’s ad sales – though perhaps not internally to eBay Sellers. If eBay returns to selling off-site advertising, or restricts sales to its favored mass-retail clients, I would anticipate some backlash from smaller sellers who are increasingly vocal about moves that affect their ability to compete in the marketplace.

UPDATE: eBay’s “Griff” said on this afternoon’s “eBay Radio” program that there were no plans to replace the program.

The AdCommerce program was eBay’s most recent “pay-per-click” effort to sell advertising on the marketplace site.  The email announcement, in part, read as follows below.

We know you’ve either registered for or purchased AdCommerce pay-per-click advertising placements recently to promote your eBay Store or listings. We wanted to let you know this advertising program will be discontinued for eBay.com and eBay.ca on August 4 to ensure the most relevant listings from sellers providing the best prices and service are highlighted in search results.

You do not need to do anything-these AdCommerce placements will no longer be available for eBay.com or eBay.ca and any ads you already purchased to appear on these sites will automatically expire on August 4. Your final billing will be sent out in early September.

eBay has been busy the last couple of years picking up the pennies where it could find them.  We’ll have to see what they decide to do next.

The launch was reported by Reuters.

The debut edition includes a nice interview with Laurie DeAgostino, one of the nicest people and best sellers eBay has to offer, here: Link

I’m not a Vogue or GQ reader, digital or otherwise. My midwestern sensibilities don’t afford over-hyped, over-priced “fashion” items any more than my contorted wallet does; 40% off of way too much is still too much where I live. But it’s well done, and it’s something that might bring some iPhone/Blackberry-toting spenders into the site, so I say, “woo-hoo!”

The media blitz is said to use print, interactive online ads, and TV spots to remind shoppers, “Come to think of it, eBay.” The tagline is meant to spark the idea that while searching for gifts shoppers should also remember to check eBay. Even the eBay logo has the lights going on in an “ah-ha!” moment of realization as the tagline appears in the commercial.

The first spot has a comedian recount his wife’s proud moment as she reveals a sexy designer dress and her big savings score: “It’s last season’s, so I got it for 40% off.” When he makes a naughty quip that breaks her mood, he’s quickly brought back in line. The spot’s humor is fun and equates happiness to finding high-quality goods at bargain rates. More commercials have not yet been publicly released, but have been suggested.

Other ads are said to also use a light, funny message to sell eBay as a destination for great deals on desirable new-but-dated merchandise. One online ad reportely promises that “Last year’s music player will still play this year’s music.” A fashion-oriented print piece featuring a cute handbag riffs that eBay shoppers can “Get the same new bag as celebrities, with money left over for a tiny dog.”

Also lending support to the campaign will be a travelling “pop up” store making appearances across the country. It will showcase a wide-ranging sample of the new-in-box merchandise being offered on eBay for ready purchase, according to reports.

Overall, the intent of the campaign is to “shift the buyer perception of what eBay is today,” according to Laurie Norrington, President of Marketplace Operations. She told the WSJ that the company felt it was “time to go out and re-engage consumers” with the message of a changed eBay. The reformulated eBay promises more new, instantly available Fixed Price inventory over the slower bid-priced used goods traditionally offered in its auctions.

Early criticisms question the tagline as being too soft and treating eBay as a shopping afterthought, too late to do any good. Other objections center on the campaign’s focus on the secondary market goods typically offered by its bevy of special-interest mass retailers. These “Diamond” resellers are popularly believed to receive special placement advantages and enormous discounts in all levels of fees – even free services altogether – in exchange for heaping millions of products on the site and funneling sales dollars through Paypal. Marketing that favors these select mega-retail outlets may do little to improve sales for smaller sellers that lack the inventory depth, preferential search and cost savings, some critics warn.

I’m reminded that “a rising tide lifts all boats.” Anything that brings a bump in traffic to the site brings a bump in traffic to the site.  Of course it makes sense for small sellers to offer new and easily shipped merch during the holidays.  Remember too that gifts can also be an antique fishing reel… or the long-missing pieces of Mom’s china service you broke when you were a kid… or some great books… and you bet, some great tie dye from Uncle Joe. The influx of visitors arriving on the message of “Come to think of it, eBay” will be there when they come to think “I wonder if there’s any good deals here on xyz?”

The focus will be on Fixed Price-type offers. Gift buyers are not typically going to wait through an auction competing for a bargain they may lose in the end. Add peak holiday shipping delays, and a successful auction purchase could easily take three weeks from first bid to delivery. No savvy shopper will dare miss Christmas trying to make that work! Instead, look at using Fixed Price listings with “Best Offer” to allow hagglers to seek a deal and get that gift! Bring your auctions back on the 26th to capture the interest of bargain hunters looking to stretch their new money.

Overall, it looks and feels good to have eBay revving up the marketing engine. It has allowed its critics and competitors to asume ownership of its space in its absence. A good media blast will help cast eBay once again as a legitimate, serious player in online commerce. I’m excited to see the sleeping giant wake up and rejoin the party.

It’s about time, eBay.