Audience Buying Guide53712dd0c7167e1347cd-46c561d917875019ecb0fc113785d064.r76...audience targeting...

Confidential & Proprietary. eBay, Inc. © All Rights Reserved.

1 | 2017

AudienceBuying GuideReach the audiences you want, at the scale you need.



1 | 2017

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 200 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 167 million global, active users, eBay provides you unparalleled scale.1

Scale

Sources: 1eBay Fast Facts, Q4 2016; 2eBay First-Party Data, US, Monthly Average, H1 2015. Confidential & Proprietary. eBay, Inc. © All Rights Reserved.


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Put Your Brand Where Passion ShopseBay 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.

Surround Your Audience Throughout Their Shopping Journey

Expand AwarenessCapture 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 PurchasesGuide purchase decisions by educating shoppers and impacting how they engage with your brand during the moments that matter most.

Drive SalesIncrease conversions with accurate audience targeting at the exact point-of-purchase. We’ll identify new prospects that shop like your best customers, delivering the right audience for your objectives.

Uncover InsightsWhat 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. 2


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ProfileDemographic

Household

Geographic

Technographic

Buyers

Sellers

BehavioralCategory Interest (Historical Purchasers)

Category Intent (In-Market Shoppers)

In-Market Seasonal Shoppers & Buyers

Reach specific audiences

during key holidays & events

Inside the Guide

Building Blocks

eBay Classics More than 60 curated

personas

eBay Originals Build a unique

persona, 100% tailored

to your brand

Personas

Reactivation orCampaign Exclusion

Using CRM data-matching

technologies, we can identify

past customers to re-engage or

exclude

Audience Matching & Modeling

Advanced ModelingWe help uncover “shop-alikes”

not just look-alikes


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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.



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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

ProfileGeographic

Desktop Location

ZIP Code/DMA

Urban

Suburban

Rural

Technographic

Laptop Owners

Tablet Owners

Telecom Carrier

Cell Phone Owners

Smartphone Owners

Android

iPhone

Other Phone

Device Used

Die-Hard Desktop Users

Mobile and Desktop Users

Sellers

All Sellers

Casual Sellers

Buyers

All Buyers

Top Buyers

Top Buying Sellers

Big Spenders

Cost-conscious

eBay Loyalists

Shop a Lot

eBay Fanatics

On a Mission


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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 purchases

• Intent: In-market shoppers


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In-Market Seasonal Shoppers & Buyers

Spring

College Basketball Fans

Handy Homeowners(Spring Cleaning)

Ball Game Fans(Spring Training)

Mother’s Day Shoppers

Proud Parents(Graduation)

Father’s Day Shoppers

Summer

Summer Lovers

All-Americans(Memorial Day/4th of July)

Summer Game Enthusiasts(Olympics)

Student Body(Back-to-School)

Fall

Tailgaters

Fashonistas(Fashion Week)

Thrill Seekers(Halloween)

Happy Hosts(Thanksgiving)

Doorbusters(Black Friday/Cyber Monday)

Winter

Jolly Shoppers

Dieting Divas(New Year, New You)

Football Fanatics(Super Bowl)

The Romantics(Valentine’s Day)

Track Masters (NASCAR)


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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.

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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


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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


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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


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Entertainers

Only the finest kitchen gadgets, servingware, and ingredients will do for these culinary adventurers.

Epicureans

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

Persona Description

eBay Classics


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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

Persona Description

eBay Classics


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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

Persona Description

eBay Classics


15 | 2017

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.

Every single purchase decision these conscientious statement makers make is meaningful—a true extension of their personality and principles.

Discerning Designers

Persona Description

eBay Classics


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Home Improvement

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

These homeowners are always hooked into the latest in home automation, security, and entertainment.

High-Tech Homeowners

Persona Description

eBay Classics


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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

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

Persona Description

eBay Classics


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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

Persona Description

eBay Classics


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Small Business Owners (Sellers)

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

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.

Storefront Owners

These business-minded individuals are constantly stocking up on office supplies, electronics and other equipment to keep their employees well-equipped and businesses running smoothly.

Small Business 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.

Bulk Buyers

Small Business Owners (Buyers)

Persona Description

eBay Classics


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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

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

Persona Description

eBay Classics


21 | 2017

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 | 2017Confidential & Proprietary. eBay, Inc. © All Rights Reserved.

Audience Matching & ModelingBy 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.

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23 | 2017

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.

Fuel Passion. Influence Intent.


[email protected]

ebayadvertising.com

Contact us today.

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http://ebayadvertising.com


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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.

A Word on Privacy: For eBay, User Trust Comes First


Source: eBay Fast Facts, Q4 2016.

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Audience Buying Guide53712dd0c7167e1347cd-46c561d917875019ecb0fc113785d064.r76...audience targeting...

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