eBay Advertising to launch data-driven campaigns

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eBay Advertising is now working on developing customer data-driven campaigns to help sellers promote their products through an actionable insight.

The marketplace’s advertising department will be able to offer its merchants insights on their customers’ purchasing behaviour to create product advertising campaigns. eBay is now developing its own advertising technology to create advanced customer segments to improve the personalisation of each campaign across European markets via eBay’s advertising team.

eBay have appointed  Geoff Smith, of Publicis’ as director of advertising technology and innovation, and Oli Knight as head of UK advertising to manage the new advertising initiative. They will join forces with Phuong Nguyen, who has been promoted as a general manager of advertising EU, and Mike Klinkhammer who has taken a new position of director of advertising sales EU at eBay.

This evolution of the eBay Advertising business is a strategic response to the rapidly changing and converging media and e-commerce landscapes. The industry is now realising the power and potential of digital shopper marketing. There are huge opportunities for brands to get closer to their customers and make a bigger impact.
-Phuong Nguyen, EU general advertising manager of eBay.

This marks the second collaboration eBay have announced this mouth to promote targeted campaigns in time for the peak trading period.  The partnership covers a period of Black Friday and pre-Chrismas promotional events, which runs from November 5 until December 21. It is designed to create personalised content for eBay’s three core customers including men 25-44, women 35-54 and families with children under 18 years old.  The tailored ads use eBay’s customer and sale data information alongside audience insight from News Corp’s social media intelligence platform Storyful, and ecommerce data from Skimlinks. It appears that the collaboration is serving as a trial initiative to see whether targeted ads are influencing customers’ purchasing decision. As for now, eBay has decided to roll out their insight-driven product advertisement on consistent bases to help their sellers become more established.

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