Harnessing Your Data With eBay

This year many brands may be thinking about hiring more data experts. But before spending some serious cash to grow internal data teams, brands should consider how to harness the data capabilities of their media partners. 

Improved Internal Data Resources

In 2018, Salesforce and Deloitte produced the Consumer Experience in the Retail Renaissance report. According to the study, more than 550 traditional retail, pure play, consumer goods, and branded manufacturing leaders plan to employ nearly 50% more data scientists over the next three years1. Anticipating increased data regulation, brands want to use experts to ensure that they are using their data wisely. 

Actionable consumer data insights are no doubt powerful. They enable companies to provide highly relevant messages to shoppers, thereby lessening ad clutter. However, many organizations are underperforming when it comes to managing their data. According to the Salesforce/Deloitte report, 63% of respondents felt they could be doing a better job of responding to consumer demands and insights in an agile manner2. While expanding data teams will help, brands must also focus on how to engage their outside resources. They must be highly selective and only work with media partners who have a strong grasp of data access and actionability.

Improved Data Partners

The task of refining data points into meaningful findings can be overwhelming. By solely relying on internal teams, advertisers may find themselves stretched too thin. This lends to data oversight, where unique data points are often overlooked. 

We recently spoke with Parker Burgess, eBay’s Client Insights Manager. Solutions architects at eBay are there to help brands optimize their campaigns. With added technology, eBay is improving how client data and eBay customer data can join forces. 

For instance, if the client has CRM data, we have the ability to create shop-alike audiences using eBay 1st party data. Using their target audience as a base, eBay can create scoring using various data attributes generating look alike modeling for reaching additional users with high probability to behave like the clients target user group. – Parker Burgess, Client Insights Manager

Another advantage of partnering with eBay is the ability to use customer tools to build target personas. With a DMP that is real-time, signals can be collected through shopper tools like eBay Garage.  Tools like eBay Garage collect powerful 1st party data like make, model, and year of a shopper’s vehicle. Automotive and insurance brands can employ this data through highly targeted campaigns.  “For example, our unique data collected on eBay Garage allows insurance advertisers to target high value users with more specific messaging geared towards the specific vehicle make, model and year of their vehicles,” says Parker.

Data on eCommerce Platforms

As we enter a new era of government intervention in how personal data is managed, advertisers must align with media partners who will meet evolving government requirements. E-commerce platforms often follow a safety-first approach.

Expectations are high that retailers share conversion and sales data with brands, but retailers have found it prudent to protect their shoppers’ data and not fall into the same discussions around privacy violations that Facebook or other third-party retargeters have. – Sucharita Kodali, VP Principal Forrester Analyst 3

Data alone is worthless unless given the ability to make it actionable and solve business problems. While brands will continue building their internal resources, they must also look outward to their partners. 

Want to learn more about eBay’s advanced data tools? Contact our ads sales team.

The eBay Formula for Engaged Shoppers

If we had to define our formula for success over the last 20 years, it would look a little something like this:

Trust + Serendipity = Engaged eBay Customer

The Trust Factor

In 1995, Pierre Omidyar created eBay on a simple premise that most people are basically good. However in order to succeed, eBay had to solve a very old, very human problem: trusting strangers. By asking buyers and sellers to rate one another, eBay “introduced trustworthiness into transactions between people who didn’t know one another.”

For Customers

Since 1995, eBay has added multiple layers to how buyers trust and transact. For instance, eBay’s Money Back Guarantee ensures that buyers are refunded if the item they ordered didn’t arrive, is faulty or damaged, or if it doesn’t match the listing.  eBay Authenticate™ provides customers with a high level of confidence when shopping for luxury items. Through the service, an ‘Authenticity Verified’ label is placed on thousands of watches and handbags from the most sought-after brands.

For Sellers

In 2019, eBay will expand seller protections in recognition of the fact that sellers face fraudulent returns and false claims from buyers.

Recognizing that it is our sellers that power the environment and have felt as though we’ve swung the pendulum too far to only focus on buyers, eBay is doing more to protect sellers.- Scott Cutler, eBay VP of the Americas

eBay continues to mitigate risks by increasing layers of seller protection, ensuring that the marketplace is one that’s trusted by all stakeholders.

For Brands

In today’s reshaped ecommerce environment, advertisers need a true partner who can leverage the most impactful data and insights to build a trustworthy campaign. Advertisers can take stock in their ad performance on eBay. With 80% of users persistently logged in, ads are being seen by real humans, not bots1.

The Serendipity Factor

Curation

eBay’s proprietary data is truly infused by the customer. As a result, eBay understands what’s culturally relevant and what’s trending at any given moment. For instance, searches for Lebron James’ new jersey soared on eBay when he announced he was moving to Los Angeles from Cleveland. It quickly became a fan favorite, with over 12K jerseys purchased on eBay 2 since he signed with the Lakers last July. Launched in May, there are also new features to better tailor the shopping experience based on a user’s passions, hobbies, and style. The result is a more personalized eBay that uses technology to curate the world’s largest selection of inventory.

Discovery

With more than 1.2 billion listings3, eBay is focused on making the entire internet shoppable. Enabled by AI and machine learning, eBay continues to create innovative ways to shop, allowing people to quickly find the things they love. Advanced shopping tools create an environment where consumer interests are recognized. For example, in 2018 eBay Motors’ announced a new Shop by Diagram feature. This tool assists prospective buyers by using schematics of vehicles to determine which parts they need to buy. And it’s tools like these that makes eBay a customer resource for research and discovery, providing high engagement to brands.

Customers can connect with items that spark interest but that they weren’t necessarily looking for. Shoppers can serendipitously happen upon items that are uniquely eBay. Under the ‘Everything Else’ category, customers can search for everything from ‘Weird Stuff’ to ‘Totally Bizarre Stuff.’ We dare you to see what you can discover and maybe fall in love with.

The Engaged eBay Customer

Everyday, tens of millions of people browse, discover, buy, and sell on eBay. Shoppers are leaned in and engaged, spending 34% longer on eBay than on Amazon (9.1 min vs 6.8 min)4. The more engaged the shopper, the more connected he/she feels to a marketplace community and the brands that are integrated into it.

eBay’s reach in ecommerce is unparalleled. Its internal technology combined with the high volume of data driven insights and a dedicated team, makes eBay a true partner and not a service – allowing brands to make the most out of their data and investment.

Ready to leverage eBay’s formula for success? Contact our ad sales team.

New Year, New Advertising Opportunities

The winter shopping season doesn’t end with Christmas. Nearly half (41%) of Americans report setting New Year’s resolutions—and while most don’t last beyond February, consumers buy with the best intentions as they purchase products that help them achieve their goals. During the New Year season in late December and early January, eBay shoppers make over 2.4 billion searches, equating to over 1,000 searches per second.

Whether it’s committing to a healthier diet, more exercising or mindfulness, health and wellness-related resolutions are by far the most popular, accounting for more than 50 percent of New Year’s resolutions. This trend is mirrored on eBay, where fitness brands like Nike and Adidas are among the top-purchased brands during the New Year season. Users search 60 fitness-related products every second, and Nike items alone are searched 28 times every minute. Other health items, like weights, yoga mats and protein powder, see an uptick in search volume during this period as well.

eBay’s audience insights can provide health and wellness brands a unique opportunity to reach these optimistic shoppers well into the new year. With over 700 pre-defined audience segments, brands can identify which members of their target audience may be interested in health and wellness and reach them when they’re eager to shop.

“If brands want to create a long-term relationship with a buyer audience, understanding that audience’s behavioral patterns is of the utmost importance,” said Harris Yousuf, eBay Advertising’s Head of Client Insights & Analytics (CIA). Yousuf uses eBay’s first-party data to find and understand patterns behind the way shoppers search, view and buy items. By partnering with the CIA team, brands can optimize their efforts at key moments like the New Year season and beyond.

eBay’s advertising platform allows brands to capitalize on the consistent trend of self-improvement around the New Year. Leveraging eBay’s audience insights, brands can reach users interested in the health and wellness space, glean new behavioral insights and boost revenue to jump start the year ahead.

To utilize eBay’s scale and insight to connect with your own key audiences, contact our ad sales team.

Valentine’s Day: An Opportunity to Reach Singles and Couples Alike

Valentine’s Day can be a holiday some love or loathe. However, being single on V-Day is no longer a punchline. As US relationship dynamics evolve, so should brand messaging. Brands solely focusing on reaching couples are missing the mark and missing an opportunity to connect with a wider audience. Valentine’s Day shoppers are ready to share a kind gesture with someone, whether single or romantically involved. 

Valentine’s Day Spend is Increasing

Valentine’s Day is the fourth largest spending time of the year after the winter holidays, back to school, and Mother’s Day, respectively. In 2018, total spending reached $19.6 billion, up from $18.2 billion in 2017.1 Additionally, individual spending also rose in 2018 with 55% of the US population spending an average of $144.2 Shoppers are moving away from novelty and are putting more thought and cash into what they give. 

While we still exchange chocolates, consumers are also looking to luxury brands and gift cards on eBay to complete their holiday shopping lists.

A Rolex and a Nintendo Gift Card 

In 2018, consumers celebrating Valentine’s Day spent $4.7 billion on jewelry, $1.9 billion on clothing/accessories, and $1.5 billion on gift cards/gift certificates.3 On eBay, average daily visitors for Valentine’s gift related categories increase from late January through early February. During this short shopping window, luxury brands like Gucci and Rolex are some of the most searched on the platform.4  

eBay’s advertising solutions present an ideal opportunity for high-end brands to reach consumers looking to wow a loved one or treat themselves.

Above all, shoppers love to give the gift of choice. The top three items purchased on Valentine’s Day on eBay, include gifts cards to Cabela’s, Nintendo, and Overstock.com.5 While a gift card won’t replace a Rolex, the volume of which they are purchased on Valentine’s Day represents how the culture behind the holiday has changed. Gift cards can be for anyone, not just a romantic partner.  

All the Single Ladies & Gentlemen & Teachers & Pets….

Single folks are adopting a friends and family forward approach to Valentine’s Day. 25% of all consumers who spend money on Valentine’s Day identify as being single6  . Some shoppers use the holiday as a way to share a loving gesture with parents, children, teachers, friends, co-workers, and even pets.

Marketing campaigns should strive to be diverse and should not overlook single shoppers, especially as US marriage demographics evolve.

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With consumer confidence at an all time high as made evident by 2018’s holiday sales, marketers are in a strong position to reach the Valentine’s Day shopper. A mix of inclusive creative and reaching consumers with wallet in hand, will allow for success this Valentine’s Day and who wouldn’t love that?!

Want your brand to feel the love in 2019? Contact our ad sales team.

Sources

 

Love. It’s happening on eBay

It’s time to shop for those you love as we celebrate the holiday of love. Everyone from the Last Minute Lover to the Romantic at Heart are shopping for that perfect gift on eBay this time of year. Learn more about who are Valentine’s Day Shoppers are and what they’re shopping for.

Love. It's happening on eBay. Infographic

Ready to make each moment count in 2019? Contact our ad sales team.

Super Bowl LIII: Why auto brands shouldn’t follow Mercedes-Benz’s lead.

Atlanta’s new Mercedes-Benz Stadium will host the 53rd Super Bowl. It will be the first Super Bowl played at the Mercedes-Benz Stadium since its opening in 2017. In addition to an exciting game between the Patriots and the Rams, we can expect over 45 broadcast advertisements aiming to captivate an audience of 100+ million viewers. Unsurprisingly, Mercedes-Benz is developing an ad to return to the Super Bowl broadcast and you can bet that other automotive brands will follow suit.

The True Value of a Super Bowl Spot

With an audience as large as the Super Bowl’s there’s no doubt that a $5 million spot will increase product awareness, but are they effective?  Communications firm Communicus, found that the majority of Super Bowl ads do not boost purchases or even intent to purchase.

Thankfully, when it comes to reaching large populations of automotive shoppers, there exists cost-effective alternatives to the Super Bowl spot.

In 2018, approximately one third of the US population watched the Super Bowl. Want to know what else one third of the US population did? They shopped on eBay. eBay is the 2nd largest marketplace in the US by GMV. 1  The platform attracts a wide variety of automotive segments: everyone from the motorhead to the family car shopper. They come to eBay to purchase all their car essentials and search for everything from GPS devices to Dash Cams and actual vehicles.

Building Trust > Super Bowl Ads

Buying a car is a high stakes decision. Not only are shoppers looking for a vehicle to safely transport their families, they also want to make the purchase without breaking the bank. As interest rates are set to rise in 2019, so will car payments. Money-conscience car shoppers are thoroughly researching their options. According to a Cox Automotive study, approximately 60% of a consumer’s car hunt occurs entirely on the web. People are looking for trusted sources to provide them with concise, quality information. As the pioneer in digital marketplaces, eBay has built immense trust among their community of buyers and sellers allowing for the most personal of purchases to be made.

By partnering with platforms that value trust, automotive brands have the opportunity to apply the same transparency and reliability that exists for eBay customers to their own advertising budgets.

Engagement is King on eCommerce Platforms

While consumers use eBay to buy a vehicle (every 2 minutes, a car is purchased on eBay2), they also use the platform as a comparison shopping engine. With eCommerce dominating as a search and discovery platform, there are strong shopper intent signals that can be leveraged by advertisers. High engagement on a commerce platform means that brands have more opportunities to drive awareness, consideration, and purchase.

With 2019 automotive sales anticipated to decrease as compared to 2018, automotive brands can still be in the driver’s seat of their media mix without throwing all of their budget into traditional advertising.

Ready to make each moment count in 2019? Contact our ad sales team.

Sources

Growing Up on eBay: How Shoppers Prepare for Life’s Biggest Moments

When it’s time for a first-time homebuyer to furnish their new living space, it’s highly unlikely they’ll model it after their former college dorm room. As shoppers grow older, many of their interests, priorities and buying habits naturally change and develop with them – yet few events disrupt old shopping routines like major life milestones. Moments like getting married, buying a new home or welcoming a new family member often prompt shoppers to explore new brands and purchase more items than when normally in-market for specific categories. The New York Times has even published research showing that major life events can reset shopping patterns and determine brand loyalty for years to come.

Reaching over 177 million active buyers who are logged in 80% of the time, eBay has access to a host of demographic and shopping-intent data that allow marketers to time activations around audiences making major brand decisions. Especially during tax season, one of the busiest shopping moments of the year on eBay, financial brands aware of these life stages can target audiences of all ages to provide robust resource centers for this time of year.

Using our audience insights, brands can be there to accompany shoppers taking the first steps into their newest life adventure.

New College Graduates Take on the “Real” World

Simply looking at purchase behavior doesn’t always tell the full story. For example, it’s easy to confuse recent college graduates with new homeowners, given that they both search for items in Home & Garden. However, telling the two apart helps brands build more precise and informed campaigns.

“Consumers who declare they’re recent grads in surveys go on to purchase small appliances, bedding and work clothes,” marketer Bill Glass explains. “They’re quite different from first-time homebuyers who also buy plenty of appliances, but already have bedding and clothes.”

The year of their graduation, purchases for young professionals spike through two weeks in March. Throughout this time and in June – another month with increased purchase activity – marketers have a unique opportunity to prepare soon-to-be and recent grads with what they’ll need to succeed off campus. Additionally, in preparation of tax season, advertisers that reach shoppers new to the workforce are more likely to find an audience interested in improving their financial literacy.

New Home, New Me

While recent graduates tend not to spend big on home items, other shoppers who are moving into new homes plan for the long term and purchase higher quality items. In fact, six of the top 10 keyword searches for movers on eBay are queries for premium and luxury brands.

To fill their new space, movers need a lot of items. Not only do they purchase a couch every 12 minutes on eBay, but they also buy vacuum cleaners every minute and kitchen appliances every nine seconds. The demand for new, quality products means buyers are searching and considering more brands than ever before. According to eBay audience data, about a third of movers are nearly 1,500% more likely than the average buyer to also belong to eBay’s “Brand Switcher” audience segment.

As movers search frequently for home products, advertisers have multiple opportunities to reach this receptive audience throughout their shopper journey – provided they plan ahead around the holiday rush. On eBay, searches for moving-related items spike during January.

New Parents Prepare on eBay

A 2017 report from the United States Department of Agriculture finds the average family spends $12,000 to $13,000 on everything from basic baby supplies to expensive toys throughout a child’s first year of life. In addition to welcoming a new family member, parents will also get to know new brands and products.

Last year, new parent shoppers on eBay viewed over 9,000 items each hour, with top sellers including toys, wipes and diapers. Parents also make more expensive, long-term purchases. In fact, nearly half of new parents are 1,816% more likely than the average eBay buyer to be in the market for a new car. Appealing to values of safety, security and quality, marketers can help buyers navigate their new parenting lifestyle and prepare them the future ahead.

Whether it’s being available to new buyers or celebrating loyal customers’ big life accomplishments, brands that pay attention to moments that matter can build long-lasting relationships.

Ready to take the next step? Contact our ad sales team.

eBay on the Pulse

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

 

 

 

 

 

What Happens in Vegas, Doesn’t Stay in Vegas: How CES Products Land into the Homes of eBay Shoppers

As you return to the office from this year’s CES excitement, allow us to indulge in some nostalgia for a moment. The first CES took place in New York City in June 1967. Since then, it has moved to Las Vegas and introduced thousands of products into the hands and hearts of consumers. Many of those products have also landed into the homes of millions of eBay shoppers.

Saw it on CES, bought it on eBay

Since 1995, eBay has served as a barometer of cutting edge innovations and gathering place to shop for all things trending.

Advertisers looking to connect with millions of passionate and engaged shoppers can count on eBay’s 700+ audiences to find the right person for the right product. Take for instance Garrett, one of eBay’s many gamer personas. Garret is an older millennial at 35, is single, and owns his home. He and gamers like him, use the platform to not only shop for his favorite old school Nintendo games, but also to learn more about other brands he may be interested in; brands that typically have a strong presence at CES.

Maximize your CES investment

Brands introducing new consumer electronics at CES will quickly see them on eBay soon after they launch. If it’s announced or demoed at CES, it’s selling on eBay. For over three decades, the global stage of CES has fueled eBay’s tech hungry audiences including everyone from die hard gamers like Garret, gadget lovers, auto aficionados and more. With the immediacy of shopper activity on the platform, advertisers can engage with early adopters looking to discover new products in a reliable and safe space. 

eBay’s CES 2019 Activation

Our culture has embraced eBay and in turn, we’ve embraced the cultural moments that happen all around us. This year in our CES suite, we dove into our archives to highlight the journeys of some of the most significant consumer electronics since eBay’s launch in 1995. Want to know how many smartphones are purchased per second on eBay? Check out our latest stats here and if you weren’t at CES, take a look below at some of the milestone consumer electronics and how they moved on eBay. 

Las Vegas, CES 2019. Three decades of milestone innovations were highlighted at this year’s eBay CES suite.

 

1995 – FLATSCREEN

Fujitsu developed the world’s first 42-inch wide-screen color plasma display. A few months later, Pierre Omidyar wrote code for “AuctionWeb” and launched eBay as a personal project out of a spare bedroom in his Silicon Valley townhouse.

1998 – RIP DISCMAN

The world’s first MP3 player, the MPMan F10, was developed by a South Korean company SaeHan Information Systems. The F10 contained 32MB of Flash storage which was enough for a handful of songs.

2001 – XBOX

Internet Gaming was introduced by Microsoft with the Xbox and Sony with connected features on the PlayStation 2 at CES. Players embraced gaming online with 422 purchases per hour of related items on eBay.

2003 – BLU-RAY

While considered a one hit wonder of consumer technology, the Blu-ray DVD sold 2.3 million units within its first year on eBay.

2007 – iPhone

Apple introduced the iPhone, which saw 14M iPhone related products sell on eBay in the first year of its existence.

2012 – 3D PRINTER

3D Printers premiered at CES. eBay sold two per day that year.

2016 – OTT

The FCC voted to ‘unlock’ cable set-top box converters allowing OTT devices to rise to the top with 43 searches on eBay per minute. However, in early 2017 the FCC removed its set-top box proposal from circulation, meaning commissioners could no longer vote on the proposal. Nevertheless, OTT continues to trend as the population of cord cutters grows.

2018 – GOOGLE PIXEL

Google releases the Pixel 3. There are 13 purchases of the device per hour on eBay.

 

Ready to make each moment count in 2019? Contact our ad sales team

 

Why CPG Items are Flying Off the Shelves on eBay

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:

  1. 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.
  2. 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.
  3. 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.