It’s that time of year when Star Wars fans celebrate a cultural moment they’re passionate about, May the 4th. Learn more about the power of the force on eBay.
To utilize eBay’s scale and insight to connect with your own key audiences, contact our ad sales team.
Unlike other players in the eCommerce space, eBay is an inspired marketplace that fuels passion and celebrates individuality as our users shop, sell, and discover their version of perfect. It’s what makes us Uniquely eBay.
Being uniquely eBay, we’ve built a massive audience of highly-engaged shoppers who come to us looking for great value and unique selection. All of that browsing and shopping gives us mountains of data, making eBay the perfect combination of scale and precision for advertisers. And our advertisers sleep well at night knowing we do all of this within a brand-safe and high quality environment.
In anticipation of Earth Day, brands are developing their marketing strategies to appeal to eco-conscious shoppers. In the US, environmental protection and sustainability are becoming increasingly important. No other demographic has seen this affect their shopping behavior more than millennials. This April 22nd, brands must promote their environmental awareness and activism if they want to connect with a fast growing population of environmentally concerned millennials.
Millennials Want Eco-Friendly Brands
Consumers are more likely to buy products from a brand they trust. Specifically, for millennials, a company’s social and environmental practices has great influence on their brand affinity. The Shelton Group, a consultancy dedicated to helping brands market their sustainability practices, has polled Americans for 12 years. In their latest “Millennial Pulse” study 1 they found that 90% of millennials will buy from a brand whose social and environmental practices they trust.
With millennials spending close to $3.39 trillion in 2018 2 it is critical for brands to develop their public stance on environmental issues. Even if they are not a brand founded on one particular initiative like Patagonia or TOMS, they must quickly move to identify and promote their environmental narratives.
Ad Products on Eco-Friendly Platforms
eBay and platforms allowing for the resale of used and new items, naturally align with Earth Day. Resale eCommerce platforms also align with millennials looking for quality and value. In fact, in 2018 eBay was listed as one of millennial’s favorite 100 brands. 3 Ads placed on the platform provide an opportunity for brands to demonstrate their environmental awareness. With 20 million millennials visiting eBay in the month of January alone, brands can meet their goals for reach and scale. 4.
eBay is also doing its part to support environmental causes. As of 2017, people selling their pre-owned electronics and apparel on eBay have created $1.3 billion in positive economic impacts 5. They’ve also avoided 1.2 million tons of carbon emissions 6 . As a circular eCommerce platform, reusing and recycling are built into eBay’s ethos. By advertising on eBay, brands are partnering with a quality mission and reaching consumers who share the platform’s values. You can learn more about eBay’s environmental impact in the latest Progress Update report.
Ready to promote your brand’s Earth Day initiative on eBay? Connect with our ad sales team.
eBay Advertising partnered with a Financial Service Brand to drive upper funnel awareness and cost effective lower funnel conversions for their Savings products.
Ready to leverage eBay’s formula for success? Contact our ad sales team.
If it’s happening in the world, it’s happening on eBay. Movie releases, video game drops and cultural moments are all felt on eBay instantly. We have engaged audiences who find more of what they’re passionate about on our platform. Learn more about how eBay is on the pulse of what’s trending.
Ready to make each moment count in 2019? Contact our ad sales team.
It’s hard to believe that less than a generation ago, nearly all consumer-packaged goods (CPG) were purchased in stores. While many shoppers still turn to brick-and-mortar convenience and grocery stores, an increasing number are purchasing CPG items online.
In a survey conducted by Periscope by McKinsey, over 70% of U.S. respondents reported having purchased CPG products online. Beauty and personal care, cleaning supplies and coffee, tea and snacks were among the most popular overall categories of CPG products, with at least a quarter of total purchases in these categories happening online.
This behavior is seen across demographics—users of different ages, genders, income levels and parental or marital statuses shop online for CPG items nearly evenly. These shoppers are motivated by the pragmatic advantages of online shopping: convenience, price, availability and delivery.
To stay relevant, CPG brands must evolve how they reach shoppers. Here’s why a growing number of brands are turning to sites like eBay:
- eBay shoppers search for and purchase basic CPG items regularly. About 1,000 CPG items are searched every hour on eBay, and the demand is especially high among our top categories: one coffee-related item is searched every 6 seconds, one candy-related item is searched every 5 seconds and one home cleaning item is searched every 2 seconds.
- eBay shoppers spend time browsing for CPG items. While many CPG shoppers log on knowing which products they need, they still browse on eBay for an average of 14 minutes before making a purchase. This creates an opportunity for brands to reach the consumer multiple times in their shopper journey.
- Because CPG items tend to be disposable, everyday items, shoppers return to eBay. This creates a growing community of loyal customers for brands to reach.
CPG advertisers looking to generate brand awareness on eBay can activate high-impact ad placements including an instream video solution, pairing the engagement of video with the power of eBay’s shopper data. These placements create an engaging, memorable experience for shoppers, driving brand lift, awareness and ultimately in-store purchases.
Advertisers can also find unique ways to reach the growing online CPG market with eBay’s audience insights and over 700 pre-defined audience segments. For example, eBay’s CPG shoppers are a surprisingly creative audience. They are 5.9 times more likely to purchase art and photographs, 7.5 times more likely to purchase cookbooks and 7.9 times more likely to purchase arts and crafts than the average eBay shopper. Insights like these can help advertisers reach new, qualified audiences at scale.
eBay’s rich market share data can help advertisers understand where to target shoppers along the user journey. For example, although CPG purchases tend to be for everyday items, the shopper journey is relatively long. On average, users purchase items 15 days and three sessions after they first viewed them. This longer journey provides multiple touchpoints for brands to reach users before they make their purchase.
eBay’s advertising platform allows brands to keep pace with the increasingly digital market of CPG shopping. To utilize eBay’s scale and insight to connect with your key audiences, contact our ad sales team.