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12.07.2012 T04 Digital Takeover, Yann Depoys, eBay
 

12.07.2012 T04 Digital Takeover, Yann Depoys, eBay

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    12.07.2012 T04 Digital Takeover, Yann Depoys, eBay 12.07.2012 T04 Digital Takeover, Yann Depoys, eBay Presentation Transcript

    • eBay ADVERTISINGMultichannel Marketing – eBay 2012© 2012 eBay Inc. All rights reserved. Not approved for external distribution. Confidential
    • eBay in a nutshell... 11.7 bn$ revenue 60% of sales on 40% of sales on in 2011 Fixed Price format Auction format 96 million users in the world 7 millions of new products listed every day on the Presence in 39 platform 210 million objects available at countries any time on eBay 5 500 available $2 000 spent on product categories eBay every second
    • We come from a world where offline and online Sales &Marketing are 2 distinct universesConsumer purchase funnel 94% of Drive offline sales global commerce Build Instill awareness and Drive purchase drive sales intent consideration 6% of Drive online sales global commerce
    • Offline and online boundaries are blurring and onlinebehaviors now influence a lot offline purchases 82% of consumers said they actually 43% of shoppers conduct some form of prefer to purchase items offline1 online research before making a purchase on stores2 Online channels, and especially eBay, are extremely relevant when it comes to driving offline purchase intent1. Forrester Research - 20112. Ginger – Smart Shopping Survey / Jun 2011
    • Case study: Showcase eBay Advertising contribution to amultichannel promotional campaignContext:• Leclerc (major French retailer) runs 2 national promotional operations annually called Big Bang• National offline media plan (Radio / Outdoor / Press)• Goal is driving traffic to stores and incremental revenueMechanism:• Test markets (5 mid-size FR cities) where Marketing Scan is having online panelists• Leclerc ads on eBay in the 5 cities (Zip code targeting)• Observation of household panel’s behaviors in stores thanks to loyalty card tracking
    • Criteria of performance measurement Retailer revenues Promo campaign target Loyal clients Occasional clients revenues + revenues Frequency of Frequency of Average basket x purchase Average basket x purchase
    • The on-eBay component of the media plan was a key success factor of this multichannel campaign Leclerc’s occasional clients spending +8 107 115 Retailer revenues Loyal Occasional clients + clients revenues revenues Exposed to offline Exposed to offlineAverage Frequency Average Frequency campaign campaign basket x of purchase basket x of + eBay campaign purchase of visits in stores for clients +12% exposed to offline + eBay campaign vs. exposed to offline campaign onlyIndex 100 is based on prior to test consumption
    • FOLLOW UPFor more information contact:Yann Depoys Adi KornfeldTelephone: +33 1 78 40 41 28 Telephone: +43 (0)676 836 08 807Email: ydepoys@ebay.com Email: adi.kornfeld@mammamedia.at