Performance Marketing from an Advertiser's Perspective
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Performance Marketing from an Advertiser's Perspective

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JJ McCarthy, Global Director of the eBay Partner Network, shares their perspective on performance marketing and best practices for EPN. This presentation was given at ForumCon Chicago on September ...

JJ McCarthy, Global Director of the eBay Partner Network, shares their perspective on performance marketing and best practices for EPN. This presentation was given at ForumCon Chicago on September 27, 2011.

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Performance Marketing from an Advertiser's Perspective Performance Marketing from an Advertiser's Perspective Presentation Transcript

  • Performance Marketing from an Advertiser’s Perspective
    JJ McCarthy
    Global Director, eBay Partner Network
    September 27, 2011
  • 1BILLIONpage views per day
    Over 100million active users worldwide
    12million unique visitors daily
    A global presence in 39markets
    $60 billion GMV (Sales Volume)
    $2,000 sold every second!
    Mobile GMV is on pace to reach $4 billion
  • Agenda
    The Appeal of Performance Marketing
    • Leveraged way to engage with consumers in authentic environments off of eBay
    • Performance basis is highly appealing from budgeting and risk perspective
    • Create ubiquity for eBay throughout the purchase funnel on performance payment basis
    EPN’s Obligations to eBay.com
    • Fraud Control: Ensure that the dollars spent in this channel are yielding true value
    • Brand Protection: Ensure that the eBay brand is properly represented in all instances
    • ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
    • Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily duplicated by would-be competitors
    Points of Differentiation vs. Competition
    • In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
    • Relevance
    • Ease of Use
    • Earnings
    Our Definition of Success
    • Consideration: Establish EPN as “First Destination for Ad Inventory”
    • Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
    • Word of Mouth: Publishers recommend EPN to their colleagues and peers
    • Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN
  • The Appeal of Performance-Based Marketing
    Serendipitous Discovery
    Active Research
    Engagement
    What to Buy
    Ubiquity
    Where to Buy
    ROI with Scale
  • Agenda
    The Appeal of Performance Marketing
    • Leveraged way to engage with consumers in authentic environments off of eBay
    • Performance basis is highly appealing from budgeting and risk perspective
    • Create ubiquity for eBay throughout the purchase funnel on performance payment basis
    EPN’s Obligations to eBay.com
    • Fraud Control: Ensure that the dollars spent in this channel are yielding true value
    • Brand Protection: Ensure that the eBay brand is properly represented in all instances
    • ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
    • Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors
    Points of Differentiation vs. Competition
    • In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
    • Relevance
    • Ease of Use
    • Earnings
    Our Definition of Success
    • Consideration: Establish EPN as “First Destination for Ad Inventory”
    • Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
    • Word of Mouth: Publishers recommend EPN to their colleagues and peers
    • Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN
  • EPN’s Obligations to eBay.com: Control Fraud
  • EPN’s Obligations to eBay.com: Protect the Brand
    g
    l
    O
    o
  • EPN’s Obligations to eBay.com: Create Velocity
    Serendipitous Discovery
    150,000/Day
    Active Research
    80,000/Day
    What to Buy
    50,000/Day
    Where to Buy
    10,000/Day
    SOLD
  • EPN’s Obligation to eBay.com: Establish Competitive Barriers
    Serendipitous Discovery
    Active Research
    What to Buy
    Where to Buy
    EPN has over 300,000 click-active websites driving traffic to eBay.com each month, representing a network of forums, blogs, and review sites that any would-be competitor would require years to replicate.
  • Agenda
    The Appeal of Performance Marketing
    • Leveraged way to engage with consumers in authentic environments off of eBay
    • Performance basis is highly appealing from budgeting and risk perspective
    • Create ubiquity for eBay throughout the purchase funnel on performance payment basis
    EPN’s Obligations to eBay.com
    • Fraud Control: Ensure that the dollars spent in this channel are yielding true value
    • Brand Protection: Ensure that the eBay brand is properly represented in all instances
    • ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
    • Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors
    Points of Differentiation vs. Competition
    • In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
    • Relevance
    • Ease of Use
    • Earnings
    Our Definition of Success
    • Consideration: Establish EPN as “First Destination for Ad Inventory”
    • Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
    • Word of Mouth: Publishers recommend EPN to their colleagues and peers
    • Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN
  • Points of Differentiation: Our Culture
    f(REE)
    EPN’svalue to publishers
    is a function
    of three things:
    Relevance
    Ease of Use
    Earnings
    • Culture of Publisher-Centricity
    • Entire Team focused on f(REE)
    • Custom Publisher UX
    • Custom Publisher Tools
    • Custom Publisher Reports
    • Outsourced Publisher Experience
    • Generic Publisher UX
    • Generic Publisher Tools
    • Generic Publisher Reports
  • Points of Differentiation: Relevant Inventory
    Local Inventory
    Online Inventory
    C2C Inventory
  • Points of Differentiation: Ease of Use
    API
    RSS Feeds
    XML Feeds
    Data Feeds
    Custom Banner
    Creatives
    Link Generator
  • Points of Differentiation: Earnings
    $10
    8/10
    8/10
    6.5%
    9/10
    8/10
    3/10
    10/10
    4/10
    Business Model & Vertical
    GMB per Click
    ACRU Factor
    Latency
    Site Metrics
    Take Rate
    UPI
    Trans-parency
    Tool ID
    *1.08
    *1.12
    EPC = $0.65
    *0.91
    *1.16
    *0.94
    *1.21
    *1.10
    $1.04 CPC
    EPC = $1.04
    $0.65 CPC
  • Agenda
    The Appeal of Performance Marketing
    • Leveraged way to engage with consumers in authentic environments off of eBay
    • Performance basis is highly appealing from budgeting and risk perspective
    • Create ubiquity for eBay throughout the purchase funnel on performance payment basis
    EPN’s Obligations to eBay.com
    • Fraud Control: Ensure that the dollars spent in this channel are yielding true value
    • Brand Protection: Ensure that the eBay brand is properly represented in all instances
    • ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
    • Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors
    Points of Differentiation vs. Competition
    • In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
    • Relevance
    • Ease of Use
    • Earnings
    Our Definition of Success
    • Consideration: Establish EPN as “First Destination for Ad Inventory”
    • Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
    • Word of Mouth: Publishers recommend EPN to their colleagues and peers
    • Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN
  • Long Term Success: Network Effect
    Publishers dedicate more time and real estate to EPN ad inventory
    EPN increases its investment in Relevance, Ease of Use, and Earnings
  • Thank You!