‘There’s never been a better time for brands to engage cycling enthusiasts,’ finds eBay Advertising

By Jennifer Faull | Deputy Editor

June 23, 2014 | 2 min read

Brands should be tapping into the large audience of cycling enthusiasts right now, eBay Advertising has suggested on the back of figures looking at what people searched for during the 2013 Tour de France.

It found that shoppers who searched for a ‘single speed’ bike were also more likely to also search for ‘vintage glasses’ and ‘Polaroid cameras’, compared to those interested in a ‘town bike’.

Meanwhile, people searching for ‘town bike’ were more likely to also search for ‘Barbour’ jackets or ‘Emma Bridgewater’.

“This creates a really powerful opportunity for brands from different categories to reach a more relevant audience when they are in the shopping mindset,” said eBay Advertising.

The Tour de France 2014 is set to kick off on 5 July and run for just over three weeks.

Phuong Nguyen, director of eBay Advertising in the UK explained: “Bradley Wiggins and Chris Froome have encouraged Brits to get on their bikes and create an industry now worth billions in the UK, according to figures from the LSE. By understanding what influences a shopper’s purchase decision - be it sports events or sunshine, brands are able to segment and target shoppers more effectively. This extends beyond the sport itself; using insights available online, brands can leverage other passions and interests to reach shoppers when they are most engaged and ready to spend.”

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During the 2013 race, there were over 208 million searches for cycles and with a 200 per cent increase in searches for Rapha - the official manufacturer of the Team Sky jersey – compared to the previous month.

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