"Festival fever" to hit UK as music fans start to spend online

In this Article
  • eBay is source of inspiration for summer festival goers.
  • eBay searches for "wellies" and "waterproofs" go up as rain comes down.

eBay’s insights indicate that fashion and outdoor brands should keep an eye on the weather forecast all summer long to avoid missing out on consumer spend in the festival season.

When the Met Office released a forecast for rain in the days before the Reading and Leeds Festival last August, searches for “wellies” and “waterproof” on eBay.co.uk shot up by more than a quarter (26%) and more than a fifth (22%), respectively, demonstrating the potential rewards for brands that target in real-time.

Phuong Nguyen, Director of eBay Advertising in the UK believes it pays off to scan the summer calendar:

“By tapping into peaks in consumer interest in festivals and using observed insight to react to unpredictable factors such as the weather, brands can stay relevant and offer consumers what they need and what they want this summer."

Pauline Robson, Director, MediaCom Real World Insight, added:

"Online advertising allows marketers to target at scale but with great precision, which means that brands can reach the huge audiences that head out to festivals without pigeon-holing by demographic. As a result, they can capture different waves of consumer interest with impactful, engaging formats and get the best possible return on their investment."

Although brands don’t have huge sporting events such as the World Cup, the Commonwealth Games or the Olympics to use as points of engagement this year, summer 2015 still holds huge potential for 
smart marketers.
Phuong Nguyen, eBay 
Head of Advertising

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