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Dual Screening Euro 2016

EBay wants to help advertisers engage ‘anti football fans’ during the Euro 2016 tournament


By Ronan Shields, Digital Editor

March 2, 2016 | 3 min read

The Euro 2016 soccer tournament is scheduled to kick off on 10 June and Europe’s governing body Uefa has inked a host of lucrative marketing deals with some of the world’s largest brands. However, eBay Advertising has identified a niche opportunity for those eager to engage with people that won’t be tuning in to the sports extravaganza with its all new ‘TV targeting’ tool.

The ecommerce giant’s advertising arm is currently promoting its ‘eBay TV Targeting tool’, which lets advertisers target dual screeners on its web properties based on their behaviours, and whether or not they are dual screening, and it has identified Euro 2016 as a key opportunity to exploit.

Phoung Nguyen, eBay Advertising’s director in the UK, told The Drum that while the obvious audience segments of sports fans, etc were being catered for, the extent of the data at eBay’s disposal means they can model whether or not someone is likely to be a sports fan, and the “anti-football” segment was an opportunity it wanted to exploit.

“While there are the usual football fans, we think there is an ‘anti-football’ audience out there,” he said while describing the audience segment as people that are more likely to be shopping online than tuning into the live coverage of the tournament.

He was unable to publicly discuss any of the brands it was speaking to about targeting audiences in such a manner, but did say that electronics manufacturers were a priority.

The product launch comes as new insights from eBay Advertising reveal that dual screening is an increasingly common part of online and mobile shopping, and presents a lucrative opportunity for marketers to inspire consumer spend and gain share of wallet.

For instance, searches for “crochet dress” on soared by 37 per cent after Kim Murray was spotted wearing one during the final of the Wimbledon tennis championship in 2013.

“This is an opportunity for advertisers during high-profile audience events,” said Nguyen, adding that events such as the Oscars are prime examples for advertisers eager to engage with dual screeners while they are in a “shopping mindset”.

Nguyen went on to explain that eBay Advertising is able to predict if someone is likely to be fashion-conscious person that’s into movies, etc. In such an instance eBay can make all of this audience data available to relevant premium fashion brands during an event such as the Oscars in the hope of helping to drive a sale.

Dual Screening Euro 2016

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