Performance Marketing from an Advertiser's Perspective

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
Competitive Advantage: EPN’s Publisher Base represents a deep marketing channel not easily replicated by would-be competitors
Relevance
Ease of Use
Earnings

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
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
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
Relevance
Ease of Use
Earnings

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
Relevance
Ease of Use
Earnings

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!

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Performance Marketing from an Advertiser's Perspective

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