1. eBay ADVERTISING
Multichannel Marketing – eBay 2012
© 2012 eBay Inc. All rights reserved. Not approved for external distribution. Confidential

2. 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

3. We come from a world where offline and online Sales &
Marketing are 2 distinct universes
Consumer 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

4. Offline and online boundaries are blurring and online
behaviors 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 intent
1. Forrester Research - 2011
2. Ginger – Smart Shopping Survey / Jun 2011

5. Case study: Showcase eBay Advertising contribution to a
multichannel promotional campaign
Context:
• 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
revenue
Mechanism:
• 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

6. 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

7. 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 offline
Average 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
only
Index 100 is based on prior to test consumption

8. FOLLOW UP
For more information contact:
Yann Depoys Adi Kornfeld
Telephone: +33 1 78 40 41 28 Telephone: +43 (0)676 836 08 807
Email: ydepoys@ebay.com Email: adi.kornfeld@mammamedia.at