eBay Advertising_ Audience Guide_2016

Confidential & Proprietary. eBay, Inc. © All Rights Reserved.
1| 2016
AUDIENCE
BUYING GUIDE
Reach the audiences you want, at the scale you need.

1| 2016
THE EBAY DIFFERENCE
Through eBay’s universal login, we can link
users’ shopping behavior to real humans
without relying solely on cookies.
ACCURACY
Our first-party data is based on over
230 million hours of actual shopping and
purchase behavior; we know a lot
about shopping.2
FIRST-PARTY
COMMERCE DATA
Our direct relationship with our users
naturally crosses devices, making eBay one
of the only ad-targeting platforms that can
provide deterministic cross-device marketing
solutions today.
CROSS-DEVICE
TARGETING
We process our first-party data in real time,
helping you reach the right audience at the
right time.
FRESHNESS
With more than 162 million global, active
users, eBay provides you unparalleled scale.1
SCALE
Sources: 1
eBay Fast Facts, Q4 2015; 2
eBay First-Party Data,
US, Monthly Average, H1 2015.Confidential & Proprietary. eBay, Inc. © All Rights Reserved.

2| 2016
STAY WITH YOUR AUDIENCE
THROUGHOUT THEIR JOURNEY
OUR SOLUTIONS CAN HELP DELIVER ON ALL MARKETING OBJECTIVES
• Build awareness
• Drive engagement
• Target prospects
• Increase online
& in-store sales
• Drive loyalty
& reactivation
ADVERTISE ON EBAY
Activate your brand on eBay’s premium,
“well-lit,” multi-screen environment.
ADVERTISE OFF EBAY VIA
EBAY AUDIENCE PLATFORM
Reach highly targeted audiences across our
network of quality sites and apps.
1
2
TWOSOLUTIONS

3| 2016
INSIDE THE GUIDE
eBay Classics
More than 60 curated
personas
eBay Originals
Build a unique persona, 100%
tailored to your brand
Reactivation or
Campaign Exclusion
Using CRM data-matching
technologies, we can identify past
customers to re-engage or exclude
AUDIENCE MATCHING
& MODELING
BUILDING
BLOCKS PERSONAS
Profile
Demographic
Household
Geographic
Technographic
Buyers
Sellers
Behavioral
Category Interest
(Historical Purchasers)
Category Intent
(In-Market Shoppers)
Advanced Modeling
We help uncover “shop-alikes”
not just look-alikes

4| 2016
4
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.

5| 2016
DEMOGRAPHIC
GENDER
Male
Female
AGE
18–24
25–34
35–44
45–54
55–64
65+
NET WORTH
Less Than $25,000
$25,000–$99,999
$100,000–$249,999
$250,000–$499,999
$500,000–$999,999
More Than $1,000,000
EMPLOYMENT
Employed
Unemployed
Business Owner
HOUSEHOLD
INCOME
Less Than $14,999
$15,000–$19,999
$20,000–$29,999
$30,000–$39,999
$40,000–$49,999
$50,000–$74,999
$75,000–$99,999
$100,000–$124,999
More Than $125,000
MARITAL STATUS
Married
Not Married
HOME OWNERSHIP
Homeowners
New Movers
Renters
PET OWNERS
PARENTAL STATUS
Dads
Moms
AUDIENCE BUILDING BLOCKS
PROFILE
GEOGRAPHIC
DESKTOP LOCATION
ZIP Code/DMA
Urban
Suburban
Rural
TECHNOGRAPHIC
LAPTOP OWNERS
TABLET OWNERS
TELECOM CARRIER
SMARTPHONE OWNERS
Android
iPhone
Other Phone
CELL PHONE OWNERS

6| 2016
SELLERS
ALL SELLERS
EBAY STOREFRONT OWNERS
CASUAL SELLERS
PROFILE
BUYERS
ALL BUYERS
TOP BUYERS
TOP BUYING SELLERS
SMALL BUSINESS BUYERS
BIG SPENDERS
COST-CONSCIOUS
BULK BUYERS
SUMMER BUYERS
EBAY LOYALISTS
Shop a Lot
eBay Fanatics
On a Mission
DEVICE USED
DIE-HARD DESKTOP USERS
MOBILE AND DESKTOP USERS
MOBILE-ONLY USERS
HOLIDAY BUYERS
FOR THE KIDS
FOR THE ENTERTAINER
FOR THE SPORTS FAN
FOR THE TECH ENTHUSIAST
FOR HIM
FOR HER
FOR THE FASHIONISTA

7| 2016
TARGET TWO TYPES OF CATEGORY SHOPPING BEHAVIOR
CATEGORIES
Antiques
Art
Automotive: Vehicles
Automotive: Parts & Accessories
Baby
Books
Business & Industrial
Cameras & Photo
Cell Phones & Accessories
Clothing, Shoes & Accessories
Coins & Paper Money
Collectibles
Computers/Tablets & Networking
Consumer Electronics
Crafts
Dolls & Bears
DVDs & Movies
Entertainment Memorabilia
Gift Cards & Coupons
Health & Beauty
Home & Garden
Jewelry & Watches
Music
Musical Instruments & Gear
Pet Supplies
Pottery & Glass
Real Estate
Specialty Services
Sporting Goods
Sports Memorabilia
Stamps
Tickets & Experiences
Toys & Hobbies
Travel
Video Games & Consoles
• INTEREST: HISTORICAL CATEGORY PURCHASERS
• INTENT: IN-MARKET SHOPPERS

8| 2016
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.

9| 2016
EBAY CLASSICS
PERSONA DESCRIPTION
ACTIVE LIFESTYLE
Whether cycling, hunting, boating, or camping, these active individuals
can’t contain their love for the great outdoors.
Outdoor Adventurers
The early bird gets the worm. These sportsmen find peace in the great
outdoors and seek out the thrill of the catch.
Hunters & Anglers
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.
Team Players
Say “namaste” to this group of yoga lovers—they inhale eBay’s flexible
selection of athletic apparel and accessories.
Yogis
Burning calories and building muscle are a way of life for these
exercise gurus.
Fitness Fanatics

10| 2016
PERSONA DESCRIPTION
MOMS
Moms with disposable income turn to eBay for designer brands and one-
of-a-kind items.
Moms with Means
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.
New & Expecting Moms
“Me time” means finding time to stay in shape, whether it’s through
group fitness, running, cycling, or yoga.
Healthy Moms
Thinking green comes naturally to these discerning moms.Green Moms
Shopping on the go helps these on-the-go moms save time and money.
They research, browse, and buy directly from their phones.
Mobile Moms
EBAY CLASSICS

11| 2016
PERSONA DESCRIPTION
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.
Soccer Moms
When it comes to finding the best deal on goods and services for their
family, these savvy savers turn to eBay.
Centsible Moms
Saving time and money is always on the mind of these working moms.Working Moms
EBAY CLASSICS
Spending quality family time is a top priority for these active moms.Country Club 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.
Millennial Moms

12| 2016
PERSONA DESCRIPTION
ENTERTAINERS
Only the finest kitchen gadgets, servingware, and ingredients will
do for these culinary adventurers.
Epicureans
EBAY CLASSICS
These sports fanatics live for kickoff—and the man cave is always the
official Game Day Headquarters.
Man Cave Masters
Lights out. Popcorn popped. Every night is a blockbuster night in their
living room or in-home theater.
Movie-Night Hosts

13| 2016
PERSONA DESCRIPTION
EBAY CLASSICS
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.
Music Mavens
A passionate group of music and movie lovers that believe the right
technology can make all the difference in creating a true
entertainment experience.
Audio Aficionados
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.
Pop Culture Connoisseurs
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.
Game Boys (& Girls)
ENTERTAINMENT
ENTHUSIASTS

14| 2016
PERSONA DESCRIPTION
LIFESTYLE
A sophisticated audience that finds enrichment in the arts, whether it’s
listening to classical music, collecting art, reading, and/or attending
the theatre.
Sophisticated Society
These empathetic individuals find joy (and convenience) in
one-click giving.
Philanthropists
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.
Glitterati
“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.
Tech Knowledgists
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.
Cover Girls
EBAY CLASSICS

15| 2016
PERSONA DESCRIPTION
LIFESTYLE
These distinguished baby boomers are enjoying the fruits of their labor
as they start the better half of their lives.
Affluent Baby Boomers
These consistent, one-stop shoppers find comfort in trusted
big-box retailers.
Big-Box Buyers
Jet-Setters Always ready for the next adventure, these eclectic globetrotters look to
eBay for the latest in travel goods and services.
EBAY CLASSICS
Every single purchase decision these conscientious statement makers
make is meaningful—a true extension of their personality and principles.
Discerning Designers

16| 2016
HOME IMPROVEMENT
PERSONA DESCRIPTION
There’s no honey-do list too long for these handy fellas. Bring on the
gardening, home renovating, and car repairs.
Handy Husbands
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.
DIYers
From décor and furnishings to entertaining and pet accessories, these
inspired dwellers live to love their space.
Domestic Designers
These homeowners take pride in keeping their lawns and gardens
healthy and meticulous.
Green Thumbs
EBAY CLASSICS
These homeowners are always hooked into the latest in home
automation, security, and entertainment.
High-Tech Homeowners

17| 2016
PERSONA DESCRIPTION
INVESTORS
This 55-plus group has their eye on retirement and fixing up their home
for those rewarding golden years.
Retirement Planners
This affluent group spends across several high-end categories and is
more willing to take risks with their disposable income.
Aggressive Investors
These financially stable couples invest in key pieces and are open to
new opportunities to make a profit.
Aspirational Investors
EBAY CLASSICS
HEALTH & WELLNESS
These health-conscious women are selective when it comes to the
products they surround themselves with and put into their bodies.
Organic Advocates
Those skinny jeans hanging in the closet? This group of women is
determined to conquer them once and for all.
Dieting Divas
These mindful consumers seek out energy-efficient, all-natural products,
from hybrid cars and cleaning products to homeopathic remedies.
Conscious Consumers

18| 2016
PERSONA DESCRIPTION
EBAY CLASSICS
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.
Connected Millennials
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.
Metropolitan Millennials
“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.
Leading Ladies
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.
Brogrammers
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.
Mindful Millennials
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.
Retroholics
These creative millennial minds find inspiration in tackling home
improvement projects, new decorating trends and throwing the best
parties ever.
DIY Divas

19| 2016
SMALL BUSINESS OWNERS
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.
Ramping Businesses
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.
Entrepreneurs
These multichannel operations tend to have warehouses or physical
stores and come to eBay for customer acquisition.
Merchants
PERSONA DESCRIPTION
EBAY CLASSICS

20| 2016
PERSONA DESCRIPTION
These cost-conscious savers crave technology and constant connectivity
on a budget.
Frugal Phone Buyers
EXTRAS
From the ring and dresses to centerpieces and thank-you cards, brides
and their happy helpers say “yes” to eBay’s bridal selection.
Bridal Party
Click with these hobby photographers as they browse affordable, entry-
level cameras and accessories.
Shutterbugs
EBAY CLASSICS
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.
Gearheads
Every moment is one worth capturing for these snap-happy
photographers, many of which make a living at their craft.
Pro Photogs

21| 2016
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.

22 |2016Confidential & Proprietary. eBay, Inc. © All Rights Reserved.
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 “shop-alike” – not
just “look-alike”- your best customers.

23| 2016
Our on-site solutions allow you to activate your brand on one of the
world’s largest, most vibrant marketplaces. Reach your audience in
the shopping mind set by leveraging our custom integrations, uniquely
eBay experiences, native, in-app placements and programmatic buying
programs.
Through the use of eBay’s single, universal login and first-party data,
the eBay Audience Platform allows you to stay with your audience even
when they’re not on eBay. With us, you’ll have access to our network
of premium sites and apps. We’ll help you deliver your message across
various environments and formats, including display, video, and mobile.
EBAY ADVERTISING OFFERS A FULL
SUITE OF SOLUTIONS THAT ARE
DESIGNED TO WORK TOGETHER.
727.231.5096
ebay.inquiries@triadretail.com
eBay Advertising Solutions: cc.ebay.com
eBay Audience Platform: cc.ebay.com/eap
Contact us today.
Triad Retail Media Represents eBay Advertising.

24 |2016
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 162 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.
A WORD ON PRIVACY:
FOR EBAY, USER TRUST COMES FIRST
Source: eBay Fast Facts, Q4 2015.

eBay Advertising_ Audience Guide_2016

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (18)

Destacado

Destacado (19)

Similar a eBay Advertising_ Audience Guide_2016

Similar a eBay Advertising_ Audience Guide_2016 (20)

eBay Advertising_ Audience Guide_2016