Ebay launches targeted advertising tool after Co-op pilot proves successful

Called ‘eBay TV targeting’ the online marketplace’s advertising tool sends product recommendations to shoppers who are watching TV while browsing on their mobile or laptop.

The launch follows a trial by Co-operative Electrical, which piloted the real-time product last year during the final of The Great British Bake Off.

EBay identified that shoppers were likely to be watching the programme based on previous purchases and sent targeted adverts for kitchenware in real time to coincide with what was happening on the show.

The Co-operative’s sales through the online marketplace soared 190% during the five-day campaign. Customer click throughs on targeted adverts increased 67% throughout the final and 133% for the hour following.

EBay’s head of advertising Phuong Nguyen told Retail Week that the initiative was launched to “monopolise on the spikes in shopper behaviour that often coincide with big television events”.

Targeting TV audiences

EBay is planning to launch its targeted advertising capabilities around several TV events this year, including Wimbledon and the Eurovision Song Contest, using data on the 19 million unique visitors that use its website each month.

“We want to enable retailers to hijack media events and increase their sales using our repository of customer insights”

Phuong Nguyen, EBay

Nguyen said the etail giant is also in discussions with “several technology, lifestyle and consumer goods brands,” around targeting advertising of its shoppers during the Euro 2016 championship.

“We want to enable retailers to hijack media events and increase their sales using our repository of customer insights,” he said.

EBay’s targeted advertising is currently only available in the UK, but Nguyen said it could be rolled out across its international markets in Europe and Northern America in the future.