eBay Kleinanzeigen drives sustainable shopping by growing their addressable audience

eBay Kleinanzeigen is an online marketplace for classified ads that allows buyers and sellers to meet and connect locally. With roughly 30 million users a month, eBay Kleinanzeigen is one of the most important web services for online advertisements in Germany. On average, the company has more than 50 million advertisements listed across numerous second-hand good categories.

As a leader in sustainable trade, eBay Kleinanzeigen wanted to amplify small and medium-sized sustainable businesses online to encourage more consumers to participate in the circular economy. In order to achieve this, eBay Kleinanzeigen partnered with Criteo for customer acquisition, leveraging solutions including contextual advertising to target key audience groups based on their interests and behaviors.

In fact, since Google announced the deprecation of third-party cookies, eBay Kleinanzeigen has been looking for alternative solutions, including leveraging contextual targeting in their prospecting efforts.

“Criteo allows us to leverage contextual targeting technology along with Criteo’s exclusive commerce data to reach our target audience in a broad but more precise and controlled way,” says Hongyan Wang, Senior Paid Re-engagement Lead, Global Growth at Adevinta, eBay Kleinanzeigen’s holding company and an innovative leader in digital marketplaces spanning 17 countries.

Reaching audiences through unique data and personalization

A key priority for eBay Kleinanzeigen was growing their addressable audience. With Criteo, eBay Kleinanzeigen was able to utilize consumer data to find incremental users in relevant contextual environments.

After acquiring these users, Criteo and eBay Kleinanzeigen’s strategies focused on retaining consumers throughout their buying journey. Leveraging its expertise in personalization, Criteo connected both buyers and sellers through hyper-relevant ads – ultimately driving consumers to navigate and successfully purchase goods on eBay Kleinanzeigen.

As a result of teaming up with Criteo, eBay Kleinanzeigen’s campaign performed stronger than previous campaigns – with higher cost-per-click and cost-per-visit KPIs. Since implementing Criteo’s audience, personalization, and contextual solutions, eBay Kleinanzeigen has reached 36.8 million exposed users; increased visits by 79K; and reached above average cost-per-visit and click-through-rate.

In the future, eBay Kleinanzeigen seeks to drive awareness about the company’s new services and features. As such, eBay Kleinanzeigen is excited to work even more closely with Criteo while the company prepares for the future of addressability, seeks to transform their brand perception in Germany, and grows their revenue through increased vendor sales.

“The growth of addressable users is also something we must not forget, and with Criteo’s contextual solutions, as well as video CTV, we are looking forward to discovering the impact Criteo could bring to us with the cookieless era fast approaching,” said Hongyan Wang, Paid Re-engagement Lead, Global Growth at Adevinta.