eBay and AdSmart

Targeting home movers and expectant mothers

Background

Leading e-commerce brand eBay chose AdSmart as part of a wider cross platform campaign to promote their home and garden offering to those in the process of moving home, with ads pointing to the “Home Move” section of their site where they offer tips and tricks for home movers.

Objectives

The main objective of the campaign was to increase consideration for eBay as retailer for home and garden products – particularly
pre-move (selling) and post move (buying).

Top Line Results

The evaluation results showed that the chosen target audience were significantly more likely to have moved/are planning to move home than the more generic ABC1 comparison group.

When asked for an overall opinion on eBay as a home and garden retailer, the campaign exposed audience were +27% more likely to be very favourable towards eBay.

Of those who had remembered seeing the ad, an impressive 31% went on to take some type of action as a result compared to the norm of 7%.

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