eBay and News UK are working together to deliver targeted content in line with The Sun and The Time news agenda.
The partnership, which runs from November 5 until November 21 is designed to create bespoke content for eBay’s three core customer types including men 25-44, women 35-54 and families with children under 18 years old. It uses eBay’s customer and sale data information alongside audience insight from News Corp’s social media intelligence platform Storyful, and eCommerce data from Skimlinks.
“Data, insight and consumer truths are key to delivering this reactive partnership with News UK. Audiences’ shopping habits and conversation drivers learnt through Storyful enable us to create truly relevant and relatable content for eBay. In addition, commercial alignment to the daily news agenda on a consistent basis will ensure eBay is positioned alongside trending news stories, building on the relevance and trust that is newsbrands heartland.”
-Charlotte Mullan, business director at MediaCom
The campaign targets customers with shopping trends, social posts and critical news in the form of digital and print ads. It runs across the print pages of Fabulous Daily section of the Sun, sports section of The Times, and online platforms including thetimes.co.uk, thesun.co.uk, Dream Team, talkSPORT and Virgin Radio.
“Christmas is the most important date in our marketing calendar, so it is vital that we make the most of our advertising spend to build relevance and trust in our brand this festive season. News UK has helped us to access our target audience in an engaging way and cut through with relevant, engaging content. We’re looking forward to working with them on this unique partnership.”
-Rosie Hanley, head of brand marketing at eBay
“This exclusive partnership demonstrates how our insight, data and creativity can come together to create a relatable, diverse campaign. It will help bring eBay into the heart of the conversation around Christmas and allow its customers to celebrate the quirks, the nuances, and the little truisms that make our festivities truly unique.”
-David Dumville, head of solutions at The Bridge Studio, News UK