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BizReport : Advertising : October 26, 2016


New eBay ad targeting tool knows what mood a shopper is in

eBay is focusing ad efforts on helping shoppers to buy rather than on selling with a new tool that identifies what sort of mood a shopper is in.

by Helen Leggatt

Is an online shopper in a festive, or summery mood? Identifying a shopper's state of mind is what eBay is doing with its new 'mood marketing' tool, a new addition to the online marketplaces' Advanced Targeting solutions.

The tool analyses anonymized behavioral data to provide shoppers with an ad experience that matches their mood.

Rob Bassett, head of UK and EU multinational advertising at eBay says the tool will help retailers implement advertising campaigns that are less about selling and more about helping people to buy.

"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," said Bassett.

eBay trialed its mood marketing software with online vintner Laithwaite's Wine during the UK summer season.

"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," said John Buffey, head of ecommerce at Laithwaite's Wine.

The mood marketing tool is now available to marketers and agencies on request. Contact Rob Bassett on [email protected] for more information.

Tags: ad targeting, advertising, trends










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