Audience Buying Guide Reach the audiences you want, at the scale you need.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
1 Confidential & Proprietary. eBay, Inc. © All Rights Reserved.
The eBay Difference Scale With more than 167 million global, active users, eBay provides you unparalleled scale.1
Accuracy Through eBay’s universal login, we can link users’ shopping behavior to real humans without relying solely on cookies.
Cross-Device Targeting Our direct relationship with our users naturally crosses devices, making eBay one of the only adtargeting platforms that can provide deterministic cross-device marketing solutions today.
First-Party Commerce Data Our first-party data is based on over 200 million hours of actual shopping and purchase behavior; we know a lot about shopping.2
Freshness We process our first-party data in real time, helping you reach the right audience at the right time.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
Sources: 1eBay Fast Facts, Q4 2016; 2eBay First-Party Data, US, Monthly Average, H1 2015.
1
Put Your Brand Where Passion Shops eBay is uniquely positioned at the intersection of passion and intent, where millions of shoppers browse, research, and buy. As the world’s favorite destination for discovering great value and unique selection, we’ve transformed the commerce experience.
Expand Awareness Capture the attention of passionate eBay users across devices to create immediate awareness for your brand. Our premium platform lets you engage with shoppers as soon as they log in.
Influence Purchases Guide purchase decisions by educating shoppers and impacting how they engage with your brand during the moments that matter most.
Drive Sales
Surround Your Audience Throughout Their Shopping Journey
Increase conversions with accurate audience targeting at the exact point-ofpurchase. We’ll identify new prospects that shop like your best customers, delivering the right audience for your objectives.
Uncover Insights What good is data if it doesn’t deliver on your goals? Learn more about your customers with our CRM data matching capabilities and transparent reporting.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017eBay, Inc. © All Rights Reserved. Confidential & Proprietary.
2
Inside the Guide Building Blocks
Personas
Profile
eBay Classics
Demographic
More than 60 curated
Household
personas
Audience Matching & Modeling Reactivation or Campaign Exclusion Using CRM data-matching technologies, we can identify
Geographic Technographic
eBay Originals Build a unique
Buyers
persona, 100% tailored
Sellers
to your brand
past customers to re-engage or
exclude
Advanced Modeling We help uncover “shop-alikes”
Behavioral
not just look-alikes
Category Interest (Historical Purchasers) Category Intent (In-Market Shoppers)
In-Market Seasonal Shoppers & Buyers Reach specific audiences during key holidays & events
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
3
eBay Building Blocks This is the DNA that makes up our audiences—and we’ve got first-hand access to user insights like no one else. eBay’s first-party data enables us to understand our users’ shopping intent on a deeper level. Our building blocks are made up of Demographic, Geographic, Household and Technographic data, plus specific buying and selling behaviors. Each unique strand of a user’s DNA contributes to building (and reaching) your ideal audience.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. Confidential & Proprietary. | 2017 eBay, Inc. © All Rights Reserved.
4 4
Audience Building Blocks Profile Demographic
Household
Technographic
Geographic
Gender
Income
Laptop Owners
Desktop Location
Male
Less Than $14,999
Female
$15,000–$19,999 $20,000–$29,999
Age
$30,000–$39,999
18–24
$40,000–$49,999
25–34
$50,000–$74,999
35–44
$75,000–$99,999
45–54
$100,000–$124,999
55–64
More Than $125,000
65+
Marital Status
Net Worth Less Than $25,000 $25,000–$99,999
Married Not Married
$100,000–$249,999
Home Ownership
$250,000–$499,999
Homeowners
$500,000–$999,999
New Movers
More Than $1,000,000
Renters
Employment
Pet Owners
Employed
Parental Status
Unemployed Business Owner
Dads Moms
Tablet Owners Telecom Carrier Cell Phone Owners
ZIP Code/DMA Urban Suburban Rural
Smartphone Owners Android iPhone Other Phone Device Used Die-Hard Desktop Users Mobile and Desktop Users
Buyers
Sellers
All Buyers
All Sellers
Top Buyers
Casual Sellers
Top Buying Sellers Big Spenders Cost-conscious eBay Loyalists Shop a Lot eBay Fanatics On a Mission
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
5
Audience Building Blocks Target Two Types of Category Shopping Behavior • Interest: Historical category purchases • Intent: In-market shoppers Categories Antiques
Computers/Tablets &
Pet Supplies
Art
Networking
Pottery & Glass
Automotive: Vehicles
Consumer Electronics
Real Estate
Automotive: Parts &
Crafts
Specialty Services
Accessories
Dolls & Bears
Sporting Goods
Baby
DVDs & Movies
Sports Memorabilia
Books
Entertainment Memorabilia
Stamps
Business & Industrial
Gift Cards & Coupons
Tickets & Experiences
Cameras & Photo
Health & Beauty
Toys & Hobbies
Cell Phones & Accessories
Home & Garden
Travel
Clothing, Shoes & Accessories
Jewelry & Watches
Video Games & Consoles
Coins & Paper Money
Music
Collectibles
Musical Instruments & Gear
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
6
Audience Building Blocks In-Market Seasonal Shoppers & Buyers Spring
Summer
College Basketball Fans
Summer Lovers
Handy Homeowners
All-Americans
(Spring Cleaning)
Ball Game Fans (Spring Training)
Mother’s Day Shoppers Proud Parents
(Memorial Day/ 4th of July)
Summer Game Enthusiasts (Olympics)
Student Body
(Graduation)
(Back-to-School)
Father’s Day Shoppers
Fall
Winter
Tailgaters
Jolly Shoppers
Fashonistas
Dieting Divas
(Fashion Week)
(New Year, New You)
Thrill Seekers
Football Fanatics
(Halloween)
(Super Bowl)
Happy Hosts
The Romantics
(Thanksgiving)
(Valentine’s Day)
Doorbusters
Track Masters
(Black Friday/ Cyber Monday)
(NASCAR)
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
7
eBay Classics Using a combination of our building blocks, we have curated more than 60 eBay Classic Personas. These multifaceted audiences are designed to help advertisers connect with their ideal audience. If you don’t see your ideal audience, we will build you an eBay original.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017eBay, Inc. © All Rights Reserved. Confidential & Proprietary.
8
eBay Classics Persona
Description
Active Lifestyle Outdoor Adventurers
Whether cycling, hunting, boating, or camping, these active individuals can’t contain their love for the great outdoors.
Hunters & Anglers
The early bird gets the worm. These sportsmen find peace in the great outdoors and seek out the thrill of the catch.
Team Players
Whether it’s soccer, softball, or volleyball, these sporty individuals are constantly on the lookout for adult sports leagues as a way to stay fit and meet new people.
Fitness Fanatics
Burning calories and building muscle are a way of life for these exercise gurus.
Yogis
Say “namaste” to this group of yoga lovers—they inhale eBay’s flexible selection of athletic apparel and accessories.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
9
eBay Classics Persona
Description
Moms Moms with Means
Moms with disposable income turn to eBay for designer brands and one-of-a-kind items.
New & Expecting Moms
These parents-to-be look to eBay to prepare and nest for their new arrival, equipping nurseries with furnishings and baby accessories, and buying lots of apparel and supplies for the little one.
Healthy Moms
“Me time” means finding time to stay in shape, whether it’s through group fitness, running, cycling, or yoga.
Green Moms
Thinking green comes naturally to these discerning moms.
Mobile Moms
Shopping on the go helps these on-the-go moms save time and money. They research, browse, and buy directly from their phones.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
10
eBay Classics Persona
Description
Moms Country Club Moms
Spending quality family time is a top priority for these active moms.
Soccer Moms
Water bottles, check. Soccer cleats, check. These moms spend their evenings and weekends shuffling the kids and their friends to and from practice and games.
Centsible Moms
When it comes to finding the best deal on goods and services for their family, these savvy savers turn to eBay.
Working Moms
Saving time and money is always on the mind of these working moms.
Millennial Moms
These savvy young moms are always on the lookout for information that will simplify their lives and create a healthier, happier, more sustainable lifestyle for their kiddos. They read and share blogs, websites and product reviews with fellow moms on social media and exchange parenting tips over hot yoga.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
11
eBay Classics Persona
Description
Entertainers Epicureans
Only the finest kitchen gadgets, servingware, and ingredients will do for these culinary adventurers.
Man Cave Masters
These sports fanatics live for kickoff—and the man cave is always the official Game Day Headquarters.
Movie-Night Hosts
Lights out. Popcorn popped. Every night is a blockbuster night in their living room or in-home theater.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
12
eBay Classics Persona
Description
Entertainment Enthusiasts Music Mavens
The louder the better. These die-hard music fans live for the energy of a live show, whether it’s a small, intimate performance or an iconic music festival.
Audio Aficionados
A passionate group of music and movie lovers that believe the right technology can make all the difference in creating a true entertainment experience.
Pop Culture Connoisseurs
Spoiler alert: You’ll find these TV and movie buffs at the water cooler, analyzing the latest episode of the season’s hit shows. They have a nice library of DVDs and video games, and their entertainment center is the envy of all their friends.
Game Boys (& Girls)
This audience plays a variety of games depending on their mood. They turn to eBay first when they’re looking for new games, controllers, or consoles.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
13
eBay Classics Persona
Description
Lifestyle Sophisticated Society
A sophisticated audience that finds enrichment in the arts, whether it’s listening to classical music, collecting art, reading, and/or attending the theatre.
Philanthropists
These empathetic individuals find joy (and convenience) in one-click giving.
Glitterati
From their vehicles to their hobbies, these buyers expect nothing but the best. Their closets and home furnishings are a mix of designer brands and antique gems.
Tech Knowledgists
“Tech” is a second language for these gadget gurus. They practically live online, whether it’s playing the latest role-playing game, comparing tablet models, or browsing eBay for the best deals from the world’s leading brands.
Cover Girls
Put your best face forward with these ladies. They’re always up on the latest trends and are willing to spend what it takes to look their best. Their makeup bag is worthy of only the world’s top cosmetic brands.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
14
eBay Classics Persona
Description
Lifestyle Affluent Baby Boomers
These distinguished baby boomers are enjoying the fruits of their labor as they start the better half of their lives.
Big-Box Buyers
These consistent, one-stop shoppers find comfort in trusted big-box retailers.
Jet-Setters
Always ready for the next adventure, these eclectic globetrotters look to eBay for the latest in travel goods and services.
Discerning Designers
Every single purchase decision these conscientious statement makers make is meaningful—a true extension of their personality and principles.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
15
eBay Classics Persona
Description
Home Improvement Handy Husbands
There’s no honey-do list too long for these handy fellas. Bring on the gardening, home renovating, and car repairs.
Domestic Designers
From décor and furnishings to entertaining and pet accessories, these inspired dwellers live to love their space.
Green Thumbs
These homeowners take pride in keeping their lawns and gardens healthy and meticulous.
DIYers
Bring on the next home-improvement project. This hands-on audience is always in the midst of planning or executing small and large weekend projects.
High-Tech Homeowners
These homeowners are always hooked into the latest in home automation, security, and entertainment.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
16
eBay Classics Persona
Description
Investors Retirement Planners
This 55-plus group has their eye on retirement and fixing up their home for those rewarding golden years.
Aggressive Investors
This affluent group spends across several high-end categories and is more willing to take risks with their disposable income.
Aspirational Investors
These financially stable couples invest in key pieces and are open to new opportunities to make a profit.
Health & Wellness Conscious Consumers
These mindful consumers seek out energy-efficient, all-natural products, from hybrid cars and cleaning products to homeopathic remedies.
Organic Advocates
These health-conscious women are selective when it comes to the products they surround themselves with and put into their bodies.
Dieting Divas
Those skinny jeans hanging in the closet? This group of women is determined to conquer them once and for all.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
17
eBay Classics Persona
Description
Millennials Connected Millennials
Technology and convenience are a way of life for these young adults. From mobile shopping and payments to new-age services like Uber and GrubHub, life is at their fingertips.
Metropolitan Millennials
Instant access and constant connectivity is paramount to these resourceful city dwellers. They’re first to be on the pulse of new technology, social networks, and services.
Leading Ladies
“Having it all” isn’t an aspiration for these on-the-go, career-minded millennial women ... it’s a way of life. Their smartphone calendars are booked for weeks on end, whether they’re planning a trip to wine country or taking a weekly cooking class.
Brogrammers
These ambitious young professionals are equal parts die-hard sports fans and tech enthusiasts. As in-the-know bros, these male millennials are first in line to sport the latest technology, and you can be sure they’ll be flaunting their newest gadget at the next tailgate.
Mindful Millennials
While every penny counts for these on-a-budget young professionals, they’re likely to spend their hard-earned dollars on brands they feel particularly connected to. They value good deals and product education.
Retroholics
If it’s making a comeback, you can bet it’s on their wish list. These quirky millennial collectors enjoy surrounding themselves with trendy vintage accessories that evoke nostalgia and simpler times, whether it’s record players and old-school rotary phones or first-generation gaming consoles.
DIY Divas
These creative millennial minds find inspiration in tackling home improvement projects, new decorating trends and throwing the best parties ever.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
18
eBay Classics Persona
Description
Small Business Owners (Sellers) Ramping Businesses
These business owners are curious and opportunistic, and their businesses often start out as a hobby. They come to eBay to access buyers, value, information, and advice.
Entrepreneurs
These small business owners are on the cusp of expanding their business and turn to eBay for products and services that can help their business grow.
Merchants
These multichannel operations tend to have warehouses or physical stores and come to eBay for customer acquisition.
Storefront Owners
They mean business and have invested in building their very own brand. eBay Storefront owners have enough inventory to keep their storefront stocked and are looking to build a loyal customer base and market their products.
Small Business Owners (Buyers) Small Business Buyers
These business-minded individuals are constantly stocking up on office supplies, electronics and other equipment to keep their employees wellequipped and businesses running smoothly.
Bulk Buyers
Whether buying for the office or resale, these eBay users repeatedly buy multiple products at a time in business supply categories such as laptops, desktops, printers and fax machines.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
19
eBay Classics Persona
Description
Extras
Frugal Phone Buyers
These cost-conscious savers crave technology and constant connectivity on a budget.
Bridal Party
From the ring and dresses to centerpieces and thank-you cards, brides and their happy helpers say “yes” to eBay’s bridal selection.
Gearheads
Connect with this group of mechanically inclined 18- to 34-year-old guys, perfectly capable of diagnosing their car’s engine or building their own custom computer.
Pro Photogs
Every moment is one worth capturing for these snap-happy photographers, many of which make a living at their craft.
Shutterbugs
Click with these hobby photographers as they browse affordable, entry-level cameras and accessories.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017
20
eBay Originals We understand that our collection of eBay Classic Personas may not fit every advertiser’s unique needs. That’s why we will customize and tailor a segment based on your needs and our first-party building blocks.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017 Confidential & Proprietary. eBay, Inc. © All Rights Reserved.
21
Audience Matching & Modeling By matching your CRM data with our first-party user profiles, we can reactivate latent customers, up-sell or exclude existing customers and engage offline customers online. We can even apply advanced audience modeling to help uncover new customers who “shopalike”—not just “look-alike”—your best customers.
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. | 2017 Confidential & Proprietary. eBay, Inc. © All Rights Reserved.
22
Fuel Passion. Influence Intent. eBay is where the world goes to discover unique treasures and great deals. Consumer passion and purchase intent converge on eBay, which is why it’s one of the largest and most vibrant shopping destinations in the world. We are committed to finding innovative ways for helping brands connect with millions of shoppers at exactly the right time—seamlessly entering their shopping journey and engaging with them in a memorable way. Whether you are trying to drive brand awareness or launch a direct response campaign, eBay Advertising has the solutions needed to deliver on your goals and objectives. Join the World’s Top Brands. Get Results on eBay.
Contact us today.
[email protected] ebayadvertising.com
Confidential & Proprietary. eBay, Inc. © All Rights Reserved. Confidential & Proprietary. | 2017 eBay, Inc. © All Rights Reserved.
23
A Word on Privacy:
For eBay, User Trust Comes First eBay Advertising is dedicated to helping our advertising partners reach their ideal audience at scale and across devices. As a division of eBay Inc., we have exclusive access to eBay’s unique search, browse, and purchase data for more than 167 million global users. Our integrated advertising solutions leverage this invaluable consumer data and proprietary targeting technology on behalf of our advertising partners. Access to eBay’s first-party data is only available through a media buy. We do not sell our data to third parties for their marketing purposes. At eBay, we value user trust first and foremost as it relates to our collection, use, and disclosure, through the commitments we make in our Global Privacy Standards and Privacy Policies. We know this trust is perishable and must be continuously protected and maintained. All targeting capabilities outlined in this document and executed by our team are compliant with the scope of consent outlined in our privacy policy. Additionally, our users have control through our AdChoice program.
Source: eBay Fast Facts, Q4 2016.
Confidential Confidential&&Proprietary. Proprietary.eBay, eBay,Inc. Inc.©©All AllRights RightsReserved. Reserved. | 2017
24
Confidential & Proprietary. eBay, Inc. © All Rights Reserved.
