Jean-Baptiste Goux of eBay Advertising has just won the “Rising Star of the Year” at the IPA online Media Owner Awards 2015.
eBay Advertising isn’t something most eBay merchants think about, other than the occasional annoyance at seeing adverts across the site, but seeing as they’re there, we thought Jean-Baptiste’s success was a good time to take a closer look at what eBay Advertising do.
Jean-Baptiste grew eBay’s programmatic advertising offering from conception to a business which attracts 500+ premium brands and accounts for 70% of campaigns booked on eBay. Programmatic advertising functions with real-time-bidding by advertisers to get their offers in front of eBay users, combined with eBay’s sophisticated audience and category targeting capabilities.
As an experiment lead by Jean-Baptiste, in February this year eBay ran a 100% programmatic advertising week across the eBay UK site.
eBay offer a unique audience for advertisers which can be heavily targeted based on who the user is, where they live, what their interests are and this can be combined with an advertisers own data (anonymously by eBay), so that for instance Sky could target adverts to non-customers with a sign up offer but a different set of adverts to encourage existing users to upgrade their Sky subscriptions.
Unlike advertising on the web, eBay is a registration site, users have to be divulge their address to receive goods so demographic and geo data is high quality and this combined with eBay’s knowledge of what products users have purchased, what brands they love and how much they spend (although why eBay themselves keep plugging iPhone products to me when they must know I’m an Android user is a mystery).
eBay’s “Targeting Shopper Audiences – New Mums” pdf makes for interesting reading. It tells advertisers how with their New Mums (or New Dads) targeting, eBay has analysed millions of data points over several years and created correlations between buying and browsing behaviours to pinpoint the specific purchases a consumer is primed for and what stage of motherhood they are at.
Whoever your customers are, eBay say that can help you reach them because they understand shoppers better than anyone else. Whilst for most online retailers selling on eBay is the best way forward, if you’re a brand heavily using the likes of Google Paid Search you might want to take a closer look at eBay Advertising and see if it would work for you.
8 Responses
and whilst concentrating on advertising to ‘new mums’ facebook groups have cornered the market with used baby toys, clothing and accessories. Well done ebay. Good if they could get back to helping Sellers at some point, before all the buyers drift away.
Yes he’s done a fantastic job at dragging paying customers AWAY from ebay. well done.
agree. ebay need to advertise on prime time television, fix their glitches and bring back the buyers. Sales have slowed from a stream, to a trickle, to a drip for most SME’s and these third party adverts just take buyers OFF the site.
I’m paying ebay to host my watch shop, whilst watchshop.com & co are advertising on my listings poaching my customers!
Thanks a lot.
Naturally sellers have gone to social media,
I’ve come to the conclusion that Ebay is legalised theft and the only way to deal with it is by setting up your own website. some of the points raised in the past “Claim from the post” ever tried it ? you only get the Proven wholesale cost not even the post cost by way of compensation.
Use Tracked carriers, this is a joke, most sellers use the post, who no longer have a tracked service thats economicly viable given the value of most goods`as for couriers, damage, loss and theft plus incorrect delivery on top of “restricted items ” lists that are really cop outs against claims ( try reading them) Hermes might just agree to carry Clothes according to theirs.
The Ebay “guarantees” are actually Law, either DSR or Consumer, which E bay chose to advertise to their own advantage, in doing so alerted the dishonest