eBay Advertising announces the launch of a new tool that will transform targeting on the site, allowing brands to identify shoppers who are in a specific mood and serve them the most relevant ads.
As an addition to eBay Advertising’s Advanced Targeting solutions, the “Mood Marketing” tool is part of the publisher’s commitment to enabling advertisers to reach consumers based on what they actually want to buy in a given moment, in this case by using anonymised behavioural data to identify shoppers who are in a particular mood.
The introduction of Mood Marketing follows a pilot with Laithwaite’s Wine, the UK’s largest home-delivery wine merchant, who served ads for some of their summer themed product lines to shoppers whose behaviour on the site indicated they were in a “summery” mindset.
Rob Bassett, Head of UK and EU Multinational Advertising at eBay, commented: “We want to change the way that retailers think about engaging with shoppers online and help them to see that the most effective campaigns aren’t about selling, but about helping people to buy.”
“Our scope of inventory means we can understand what a shopper is interested in at a given time, across a huge number of categories, and therefore pinpoint what mood they are in. It’s perfectly possible, for example, for a consumer to be planning festive activities, such as parties, on a Monday morning but many brands will be weighting ad spend to the end of the week. At this point, shoppers may have already purchased their party items, and brands will have missed a valuable opportunity to tap into their mindset. Worse still, they risk being perceived as irrelevant.”
John Buffey, Head of e-Commerce at Laithwaite’s Wine, said: “We have a diverse customer base, who are shopping at different times, in different ways and for different reasons. Rather than just targeting them at certain points in the week or in specific weather conditions, we wanted to complement the mood they are already in, and offer them ads that improved their shopping experience. This pilot has definitely made marketing by mood a priority for us in future campaigns.”
eBay Advertising’s Mood Marketing tool will also be used to refine brand perception. Marketers that wish to create associations with specific moods or mindsets will be able to use it to serve brand building ads to consumers who are in the mood they’re targeting.
Bassett continued: “We may have started with summer mindsets, but the Mood Marketing concept can be applied to many themes: from buying a home to purchasing Christmas decorations. We believe it represents a real step forward in making ads more relevant, inspiring and useful to shoppers, and that it will take the guesswork out of planning campaigns.”
eBay welcomed Laithwaite’s Wine to the marketplace in August this year, and a wide selection of red, white, rose and sparkling wines are now available to buy on the UK site.
The product is available to marketers and agencies on request from today. Please contact Rob Bassett on rbassett@ebay.com for more information.
Established in 1995, today eBay is one of the largest marketplaces in the world with 164 million active buyers and 1 billion listings worldwide. Our mission is to be the world’s favourite destination for discovering great value and unique selection. 57% of eBay’s sales are touched by mobile.
On eBay.co.uk:
A make-up product is purchased every 10 seconds
A necklace is purchased every 3 seconds
A wedding item is purchased every 6 seconds
A power tool is purchased every 9 seconds
A motorcycle part is purchased every 8 seconds
A Lego product is purchased every 19 seconds
On eBay in the UK on mobile:
A cookware item is purchased every 13 seconds
A pair of men’s shoes is purchased every 6 seconds
A tablet is purchased every 1 minute
A bedding item is purchased every 13 seconds
A car part is purchased every 3 seconds
A car is purchased every 2 minutes
About Laithwaite’s Wine
Laithwaite’s Wine was founded in 1969, when Tony Laithwaite drove a van of Bordeaux wine to England to share with family and friends. Laithwaite’s has grown to become the UK’s largest home-delivery wine merchant, yet remains family owned and still gives pride of place to smaller producers.
The Laithwaite’s wine team tastes over 40,000 wines a year before selecting the best buys for customers. Laithwaite’s offers 1000 wines from 22 countries, ranging in price from £4.99 up to £1,200 a bottle and all covered by a 100% guarantee of enjoyment.
Laithwaite’s Wine is the only UK wine merchant to win the ServiceMark accreditation from the Institute of Customer Service and offers a complimentary Wine Advisor service to every customer.
