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!