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Closing the gap for dual screeners (IRM57)

eBay Advertising is seeking to help advertisers close the gap between online and TV advertising, with a search data solution that attempts to determine when customers are dual screening – shopping while watching TV – and serving relevant ads. The launch follows a successful pilot campaign with The Co-operative.

The product – known as ‘eBay TV Targeting’ – is based on observed insights on eBay’s 19 million monthly unique users in the UK. It will use anonymous search data to identify and target when shoppers are likely to be dual-screening on Searches for “crochet dress” on soared by 37% after Kim Murray was spotted wearing one during the final of the Wimbledon tennis championship in 2013.

Phuong Nguyen, Director, eBay Advertising UK explains: “Dual screening means big business for brands, and marketers shouldn’t underestimate the power of TV to inspire real-time purchases. Brands can’t advertise on the BBC but, in a way, on eBay now they can. This is a great example of technology-enabled creativity and once again shows that the marketers that act fast will be best placed to capitalize.”

The launch follows a successful trial by Co-operative Electrical, who piloted the product during the ‘Great British Bake Off’ final last year. Baking enthusiasts who were shopping during the time that the final aired were identified on and targeted with ads for kitchenware sold by Co-operative Electrical, which were tailored in real time to reflect what was happening on screen.

Campaign engagement in terms of click through rate increased by 67% for the hour during the show and by 133% for the hour immediately after the show. And this engagement was converted to purchases, with sales almost trebling (up 190%) for the duration of the five-day campaign compared to the weeks before and after the campaign.

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