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Performance Marketing from an Advertiser’s Perspective<br />JJ McCarthy<br />Global Director, eBay Partner Network<br />Se...
1BILLIONpage views per day<br />Over 100million active users worldwide <br />12million unique visitors daily<br /> A globa...
Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environme...
Performance basis is highly appealing from budgeting and risk perspective
Create ubiquity for eBay throughout the purchase funnel on performance payment basis</li></ul>EPN’s Obligations to eBay.co...
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 competit...
Relevance
Ease of Use
Earnings</li></ul>Our Definition of Success<br /><ul><li>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</li></li></ul><li>The A...
Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environme...
Performance basis is highly appealing from budgeting and risk perspective
Create ubiquity for eBay throughout the purchase funnel on performance payment basis</li></ul>EPN’s Obligations to eBay.co...
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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 27, 2011.

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Transcript of "Performance Marketing from an Advertiser's Perspective"

  1. 1. Performance Marketing from an Advertiser’s Perspective<br />JJ McCarthy<br />Global Director, eBay Partner Network<br />September 27, 2011<br />
  2. 2. 1BILLIONpage views per day<br />Over 100million active users worldwide <br />12million unique visitors daily<br /> A global presence in 39markets<br />$60 billion GMV (Sales Volume)<br />$2,000 sold every second!<br />Mobile GMV is on pace to reach $4 billion<br />
  3. 3. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  4. 4. Performance basis is highly appealing from budgeting and risk perspective
  5. 5. Create ubiquity for eBay throughout the purchase funnel on performance payment basis</li></ul>EPN’s Obligations to eBay.com <br /><ul><li>Fraud Control: Ensure that the dollars spent in this channel are yielding true value
  6. 6. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  7. 7. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  8. 8. Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily duplicated by would-be competitors</li></ul>Points of Differentiation vs. Competition<br /><ul><li>In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
  9. 9. Relevance
  10. 10. Ease of Use
  11. 11. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  12. 12. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  13. 13. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  14. 14. Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN</li></li></ul><li>The Appeal of Performance-Based Marketing<br />Serendipitous Discovery<br />Active Research<br />Engagement<br />What to Buy<br />Ubiquity<br />Where to Buy<br />ROI with Scale<br />
  15. 15. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  16. 16. Performance basis is highly appealing from budgeting and risk perspective
  17. 17. Create ubiquity for eBay throughout the purchase funnel on performance payment basis</li></ul>EPN’s Obligations to eBay.com <br /><ul><li>Fraud Control: Ensure that the dollars spent in this channel are yielding true value
  18. 18. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  19. 19. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  20. 20. Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors</li></ul>Points of Differentiation vs. Competition<br /><ul><li>In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
  21. 21. Relevance
  22. 22. Ease of Use
  23. 23. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  24. 24. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  25. 25. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  26. 26. Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN</li></li></ul><li>EPN’s Obligations to eBay.com: Control Fraud<br />
  27. 27. EPN’s Obligations to eBay.com: Protect the Brand<br />g<br />l<br />O<br />o<br />
  28. 28. EPN’s Obligations to eBay.com: Create Velocity<br />Serendipitous Discovery<br />150,000/Day<br />Active Research<br />80,000/Day<br />What to Buy<br />50,000/Day<br />Where to Buy<br />10,000/Day<br />SOLD<br />
  29. 29. EPN’s Obligation to eBay.com: Establish Competitive Barriers<br />Serendipitous Discovery<br />Active Research<br />What to Buy<br />Where to Buy<br />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.<br />
  30. 30. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  31. 31. Performance basis is highly appealing from budgeting and risk perspective
  32. 32. Create ubiquity for eBay throughout the purchase funnel on performance payment basis</li></ul>EPN’s Obligations to eBay.com <br /><ul><li>Fraud Control: Ensure that the dollars spent in this channel are yielding true value
  33. 33. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  34. 34. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  35. 35. Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors</li></ul>Points of Differentiation vs. Competition<br /><ul><li>In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
  36. 36. Relevance
  37. 37. Ease of Use
  38. 38. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  39. 39. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  40. 40. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  41. 41. Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN</li></li></ul><li>Points of Differentiation: Our Culture<br />f(REE)<br />EPN’svalue to publishers<br />is a function <br />of three things:<br />Relevance<br />Ease of Use<br />Earnings<br /><ul><li>Culture of Publisher-Centricity
  42. 42. Entire Team focused on f(REE)
  43. 43. Custom Publisher UX
  44. 44. Custom Publisher Tools
  45. 45. Custom Publisher Reports
  46. 46. Outsourced Publisher Experience
  47. 47. Generic Publisher UX
  48. 48. Generic Publisher Tools
  49. 49. Generic Publisher Reports</li></li></ul><li>Points of Differentiation: Relevant Inventory<br />Local Inventory<br />Online Inventory<br />C2C Inventory<br />
  50. 50. Points of Differentiation: Ease of Use<br />API<br />RSS Feeds<br />XML Feeds<br />Data Feeds<br />Custom Banner<br />Creatives<br />Link Generator<br />
  51. 51. Points of Differentiation: Earnings<br />$10<br />8/10<br />8/10<br />6.5%<br />9/10<br />8/10<br />3/10<br />10/10<br />4/10<br />Business Model & Vertical<br />GMB per Click<br />ACRU Factor<br />Latency<br />Site Metrics<br />Take Rate<br />UPI<br />Trans-parency<br />Tool ID<br />*1.08<br />*1.12<br />EPC = $0.65<br />*0.91<br />*1.16<br />*0.94<br />*1.21<br />*1.10<br />$1.04 CPC<br />EPC = $1.04<br />$0.65 CPC<br />
  52. 52. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  53. 53. Performance basis is highly appealing from budgeting and risk perspective
  54. 54. Create ubiquity for eBay throughout the purchase funnel on performance payment basis</li></ul>EPN’s Obligations to eBay.com <br /><ul><li>Fraud Control: Ensure that the dollars spent in this channel are yielding true value
  55. 55. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  56. 56. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  57. 57. Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors</li></ul>Points of Differentiation vs. Competition<br /><ul><li>In-House Advantage: Level of Commitment, Insight, Publisher-Centricity, f(REE) Model
  58. 58. Relevance
  59. 59. Ease of Use
  60. 60. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  61. 61. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  62. 62. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  63. 63. Network Effect: investment by EPN begets investment by Publishers begets further investment by EPN</li></li></ul><li>Long Term Success: Network Effect<br />Publishers dedicate more time and real estate to EPN ad inventory<br />EPN increases its investment in Relevance, Ease of Use, and Earnings<br />
  64. 64. Thank You!<br />
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