eBay’s advertising unit has launched Home Mover, a targeting option for the home & DIY sector. Based upon customer buying habits and cross matched with Land Registry data, it has found that consumer spending rises in key product categories in the three months leading to property purchase. It says that customers invest in dressing and improving their homes prior to sale as well as begin to make purchases for their new property. eBay head of UK advertising Rob Bassett commented “Historically it has been very difficult to pinpoint this segment and target them with the most relevant advertising at the right time. eBay wants to be front and centre of the movement towards hyper-relevance.”
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