Reach older users of the internet who are actively using the web, rather than just passively consuming.
Older consumers (60+) are amongst the most valuable to reach. They can often be time rich and have assets which allow them to buy the things they've wanted their whole life. eBay offers a particularly engaging way to reach this audience, with the knowledge that the audience is effectively filtered; these are older users who not only use the internet, who not only shop on the internet, but also that they do so on eBay, which demonstrates a real "savvyness" online. They are "alpha greys"!
Target "Alpha Greys" (of whom eBay.co.uk reaches 2.5m a month) in an enthusiastic environment. eBay is typically facilitating the enthusiasms of its users rather than being a truly functional shop. People are buying collectables, vintage car parts etc. rather than milk or bread! The "alpha grey" group is not homogenized - yes, we have 13,000 AGs shopping in our bowls category a month, but in the same period, 7,000 are shopping in Scuba Diving - you couldn't possibly reach them by picking something that "old people are interested in" - this is where eBay steps in.
We can target advertising at users in 5 year age increments at any stage of their shopper journey - from entry points, to account pages, to search, item pages or checkout. The engagement mechanism of the campaign is to offer a shopping spree - "whatever you love, Brand X can make it happen" - we host a page for the brand that's advertising which asks users to send in entries about their hobbies and projects. The most interesting entries win. The page will be a great way of wrapping everything with brand information and assets.
A wide variety of advertisers have used eBay's pinpoint targeting and unique audience with hosted brand pages - from Nokia, to 3 Mobile, to Gillette, to 20th Century Fox, to BMW.
Check out the case studies at: www2.ebayadvertising.com/uk/case-studies
An older audience, but one that's definitely tech savvy, that's geared up for e-commerce and is an enthusiastic, receptive mood. You will struggle to hit the same audience, in the same way, with little to no wastage, elsewhere.