Royal Mail launches planning tool based on eBay data

Royal Mail is launching a media planning tool allowing marketers to profile audiences based on anonymous eBay purchase data.

The new ‘Insight Tool’ provides access to data – aggregated at a postcode level – on over 140 million UK eBay transactions, letting advertisers and planners see purchase history, type of products bought and levels of spend.

The data is refreshed monthly to give continually updated information on purchases.

Antony Miller, head of media development at Royal Mail, said: “This new planning and insight tool marks significant progress for Royal Mail’s evolution into a true media owner, providing unparalleled access and insight to specific audience demographics.

“By providing access to eBay market data, the Royal Mail Insight Tool gives advertisers and planners unprecedented levels of nationwide insight into purchase patterns, levels of spend and purchase type down to postcode level.

“This kind of insight is invaluable to brands, helping them to boost their campaign return on investment by improving planning and reducing wastage through better targeting.”