eBay buddies up with News UK for real-time commercial content partnership

eBay buddies up with News UK with real-time commercial content partnership

eBay has fired the starting gun on its all-important pre-Christmas build-up by launching a real-time commercial content partnership with News UK , spanning the publisher's print and digital suites.

The reactive campaign will target specific audiences at The Times and The Sun by furnishing relevant content informed by the online auction house’s own customer insight and sales data, augmented by audience insights gleaned from Storyful - News Corps social media intelligence platform.

Running until 21 December the cross-title partnership will specifically target men aged 25-44, women between the ages of 35 and 54 and children aged 18 and younger who are still living at home, who will be reached by bespoke ad copy.

David Dumville, head of solutions at The Bridge Studio, News UK, commented: “This exclusive partnership demonstrates how our insight, data and creativity can come together to create a relatable, diverse campaign. It will help bring eBay into the heart of the conversation around Christmas and allow its customers to celebrate the quirks, the nuances, and the little truisms that make our festivities truly unique.”

Rosie Hanley, head of brand marketing at eBay, added: “News UK has helped us to access our target audience in an engaging way and cut through with relevant, engaging content.”

Further reactive digital ads are also planned for the likes of Talk Sport and Virgin Radio.

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