Your SlideShare is downloading. ×
0
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Performance Marketing from an Advertiser's Perspective
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Performance Marketing from an Advertiser's Perspective

1,565

Published on

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.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,565
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Performance Marketing from an Advertiser’s Perspective<br />JJ McCarthy<br />Global Director, eBay Partner Network<br />September 27, 2011<br />
  • 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. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  • 4. Performance basis is highly appealing from budgeting and risk perspective
  • 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. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  • 7. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  • 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. Relevance
  • 10. Ease of Use
  • 11. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  • 12. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  • 13. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  • 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. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  • 16. Performance basis is highly appealing from budgeting and risk perspective
  • 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. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  • 19. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  • 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. Relevance
  • 22. Ease of Use
  • 23. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  • 24. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  • 25. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  • 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. EPN’s Obligations to eBay.com: Protect the Brand<br />g<br />l<br />O<br />o<br />
  • 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. 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. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  • 31. Performance basis is highly appealing from budgeting and risk perspective
  • 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. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  • 34. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  • 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. Relevance
  • 37. Ease of Use
  • 38. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  • 39. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  • 40. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  • 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. Entire Team focused on f(REE)
  • 43. Custom Publisher UX
  • 44. Custom Publisher Tools
  • 45. Custom Publisher Reports
  • 46. Outsourced Publisher Experience
  • 47. Generic Publisher UX
  • 48. Generic Publisher Tools
  • 49. Generic Publisher Reports</li></li></ul><li>Points of Differentiation: Relevant Inventory<br />Local Inventory<br />Online Inventory<br />C2C Inventory<br />
  • 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. 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. Agenda<br />The Appeal of Performance Marketing<br /><ul><li>Leveraged way to engage with consumers in authentic environments off of eBay
  • 53. Performance basis is highly appealing from budgeting and risk perspective
  • 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. Brand Protection: Ensure that the eBay brand is properly represented in all instances
  • 56. ROI Positive Traffic & Sales: Maximize Velocity for eBay Sellers
  • 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. Relevance
  • 59. Ease of Use
  • 60. Earnings</li></ul>Our Definition of Success<br /><ul><li>Consideration: Establish EPN as “First Destination for Ad Inventory”
  • 61. Mindshare: Publishers dedicate more time and real estate to EPN (at competitors’ expense)
  • 62. Word of Mouth: Publishers recommend EPN to their colleagues and peers
  • 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. Thank You!<br />

×