eBay to target ads based on your telly habits

They call it “dual screening”. That’s where you’re sat watching the telly and also surfing the net using a mobile device such as an iPad or phone. And eBay has observed that what you’re watching on the box influences what you search for online. And if you consider that a great many of eBay’s 19 million months visitors are likely search the site and watching the box, then that offers an opportunity to target them with relevant ads.

Phuong Nguyen of eBay Advertising UK says “Dual screening means big business for brands, and marketers shouldn’t underestimate the power of TV to inspire real-time purchases. Brands can’t advertise on the BBC but, in a way, on eBay now they can. This is a great example of technology-enabled creativity and once again shows that the marketers that act fast will be best placed to capitalise.

Soaring mobile use has powered the rise of dual screening in recent years. In fact, over half of sales globally on ebay.co.uk involve a mobile touch point. With 90% of our users now logged in across all devices, the beauty of eBay is that we are able to follow shoppers throughout their purchase journey, regardless of the device they are using – enabling the greatest degree of relevancy in advertising campaigns.”

A trial last year during the Great British Bake Off final saw likely baking enthusiasts presented with targeted ads from the Co-operative Electrical and it was successful according to Charlie Manson at the firm: “The Bake Off offers a huge, captive audience for our kitchenware category so it was a no-brainer for us to capitalise on last year’s final. We saw a 22% increase in clicks on The Co-operative Electrical’s eBay page in the hour after the show finished (9-10 pm) and a 40% increase in click through rate for ads targeting baking keywords during the same period. This definitely makes real-time targeting a top marketing priority for us in 2016.”