Advertising on eBay leads to enhanced brand awareness and perceptions for Philips male grooming brand.
Using a media strategy with a medium scale and budget, Philips executed a through-the-line ad campaign across their male grooming range. The campaign involved outdoor, press and online advertising across a mix of lifestyle and shopping sites including eBay.co.uk. To help evaluate the ROI of advertising on eBay.co.uk and to assess its ability to influence longer term objectives such as brand awareness and shifting brand perceptions, the eBay Advertising team in conjunction with Carat's in-house research specialist Aeon commissioned an in-depth advertising evaluation study.
To integrate advertising placements throughout the purchasing cycle thereby driving relevant purchase consideration. Also to drive brand awareness amongst the target audience and to ultimately increase product sales.
A five week campaign driving brand awareness and purchase consideration whilst directing traffic to a dedicated Philips microsite using; Keyword and behavioural targeting using MPU's and Leaderboards and also re-targeting previous eBay purchasers or browsers of relevant items using high-impact Monster format on eBay's sign-out page.
Advertising on eBay.co.uk produced higher than industry average CTR, particularly the Monster placements which resulted in 0.39% CTR. First mention spontaneous brand awareness for Philips amongst those exposed to the campaign was more than double (7%) that of the control group (3%). Both brand favorability and advertising awareness was significantly higher for the exposed group. The exposed group were also significantly more likely (10% increase rate) to recall seeing the advertising.
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