It works because it’s wunderloop
eBay Motor Spain: Driving up campaign ROI by 28%!
Background: eBay Motor is an online marketplace for sale of new and used cars, motorcycles and accessories.
As such it is continuously looking for new ways to increase the number of registered users on its platform.
The conventional campaign management approach using context-related sites for displaying online ads had
been used in the past, but efficiency issues had come up. Together with Media Contacts, the global interactive
media network of Havas Digital, and wunderloop, three campaigns were set up to compare the effectiveness
of targeted solutions with contextual campaigns.
The eBay Motor / wunderloop partnership
Together with Media Contacts, wunderloop’s targeting
exper ts developed a two-phase approach for eBay
Motor Spain: during a non-segmented ‚learning phase’,
activities focused on evaluating the best suitable target
user groups (‚targets’) for the campaign. Overall, five
customized targets were detected. They showed best
performance in terms of click-through rate (CTR) and
The three campaigns were launched between
November 28 and December 18, 2007:
One campaign was targeted using wunderloop’s
behaviourally targeted online ad exchange ‘connect’.
It was running out of automotive sites.
The other two campaigns were run across different
automotive sites in the Spanish market.
The benefits to eBay Motor Spain
The results showed that the targeted campaign was not
only very successful in terms of click-through-rates, but
also in efficiency (measured in ROI):
The campaign’s ROI (based on CPC) was 28 %
higher compared to the two contextual campaigns!
Correspondingly, the average CPM decreased by
The click-through-rate of the targeted campaign was
107 % higher compared to the non-targeted (RON)
campaign in the ‘learning phase’.
The targeted campaign showed a 40 % higher CTR
than of the two contextual campaigns. This is a
very positive result, as it proves the h