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EBAY_VIACOM_UPFRONT.pptm
- 2. Agenda E-Commerce industry analysis eBay: Background and Challenges Viacom: Providing the Demand The Solutions Takeaways
- 3. The E-Commerce Industry • Provides massive selection and value, while convenient to order from any kind of device • $482 Billion industry in the US1 1 The Motley Fool. http://www.fool.com/investing/general/2014/10/03/this-online-retailer-may-be-a-better-stock-pick-th.aspx Industry eBay Viaco m Soluti ons Takea ways
- 4. • 155 million active users; Amazon: 207 million • Challenges: – eBay 10K, 2014: 1. Increase App Download and Usage 2. Up marketshare and auction platform use » -26% revenue year over year 3. Increase Millennial user base » Only 24% of user base is millennials The List citation Industry eBay Viaco m Solutio ns Takea ways
- 6. Industry eBay Viaco m Solutio ns Takea ways Marketing and Value Premium content that engages fans across platforms Trusted source of entertainment and news for our fans and followers THE Social Voice of the millennials The Power of Viacom
- 7. The Two Solution Approach 1. Integration + – On-screen organic integration – Pushed through social and lives in ecosystem 2. On air auctions for Pro-Social Causes #eBayGivesBack – On air spots – Cross platform integration – Pro-social involvement Industry eBay Viaco m Solutio ns Takea ways
- 8. Integration + • Highlights the cross platform use of the eBay application • Pushed through social – Lives in ecosystem • Receive use of Viacom talent • Tier options and activations – Unlock social networking – Custom co-branded vignettes Industry eBay Viaco m Solutio ns Takea ways
- 9. Yo, it was crazy! I just bought Uggs for myself on the eBay app! This eBay app is cray cray!
- 10. Pro-Social Auctions #ebaygivesback • Real-time auctions – launched with TV spots aired simultaneously • Proceeds benefit Pro-social causes • Online ad support to raise awareness – Click through to specialized eBay front • Pro-social cause = increased Millennial interactions Industry eBay Viaco m Solutio ns Takea ways
- 12. Takeaways 1. Spending only on $250k DR with Viacom right now, eBay spent $150 M on media 2. eBay has the potential to take their huge marketing budget to Viacom’s engaged and tech savvy millennial audience, their target demo 3. Viacom networks has the social power to help improve eBay’s app usage, auction platform use, and brand image Industry eBay Viaco m Solutio ns Takea ways Mission Statement: “at eBay, our mission is to provide a global online marketplace where practically anyone can trade practically anything, enabling economic opportunity around the world”
- 13. Thank you for your time! Questions?
- 17. Network Ordered from I save money by buying used online I use the internet to buy hard- to-find products Expect brands to support social causes eBay Amazon Overstoc k CC 130 118 83 133 123 115 MTV 127 98 80 147 118 142 MTV2 111 79 65 171 117 159 Vh1 117 88 92 158 118 155
Editor's Notes
- Good afternoon everyone. I want to express how much I appreciate every single person in this room being able to join me today. So thank you very much for being here. I also want to first thank my mentor, Aubey, who has been a standup person and a great backbone for me not only for this project, but my entire time here. Though I proudly wear my nickname “mini-aubey”, let’s go ahead and stick to Suhail for today. I also want to thank Greg Bell, Breck, Brianna, Sabrina, GC, and literally everyone here; even if you weren’t able to expressly help me, just thinking of how everyone here could shred this apart inspired me to work my hardest to impress everyone here. For my assignment, I chose eBay as an advertiser that has great spending potential at Viacom. After pulling a 0-dollar share report, I noticed that eBay only spends on DR, a mere $247k for 2015. This is extremely low for the advertiser to spend on us, considering many of it’s biggest competitors, including Amazon.com, spend so much more on the Viacom networks, for 2015= over $24 million spent over linear and digital. I personally use ebay for many purchases, so I embraced the challenge to create solutions for the challenges that eBay faces. My goal for this pitch is to raise from 4-5 million dollars in national advertising with eBay and to create a campaign that leaves them to beg for more. Good A. Apprecaite being here, thank you Aubey- Mini Aubey, Intro More thanks, team Baum, G Bell, Sab, GC, everyone- joke of scaring Chose eBay- o-share report: only spends on DR $247K for 2015 Low, Amazon- +$24 M lin and dig Personally use, accepted the challenge Goal- Focus= given 3 and 4 q, spend most money and busiest time; national camp over linear and dig. To raise 4-5 million
- I want to set an agenda for today’s presentation and I plan on starting broad, with a look into the e-commerce industry, then changing gears and taking look at eBay as a company, then defining the challenges they face. I will then touch up on the Viacom and the power we have through our networks which will take us into the solutions and their executions and finally, a brief summary for those who stayed awake through it all and then I would like to open to floor and hear from all of you. Set agenda- broad to narrow, start with e-commerce industry eBay as a comp and the challenges they face Change gears, bring it home, Viacom and power through our networks Solutions, executions For those awake, open floor for questions
- The e-commerce industry composes of any online merchant site that sells a product or service. This includes websites for e-retailers, specialty marketplaces, and online presence of retail stores. The appeal of the industry is the fact that it provides massive selection, value and access convenience, all while being 24/7. The industry itself is valued at about $482 billion in the US according to the motley fool, but what’s alarming is how quickly mobile e-commerce is being adopted. Shopify found that mobile accounts for 50.3% of all traffic to e-commerce websites. In addition to that, eMarketer predicts that by 2018, mobile will account for 30-35% of overall e-commerce revenue. So as the industry matures with time, there is still growth to occur and to be exploited, which also hold true in the case of eBay. $482 B- Motley Fool COMBINE WITH EBAY SLIDE Should I include how Facebook is entering the market? Graphs will be changed or recreated to look neater E-comm: Any online merchant/marketplace that sells product/service: ie e-retailers, specialty marketplaces, and any online presence Appeal: Massive selection, value, and convenience of access, all while 24/7 Motley Fool- Industry: $482 in US Alarming, the growth of mobile in just the past few years.
- So I chose eBay as my advertiser for this assignment. As you all may know, eBay is an online market place that was created in 1995 by their current chairman, Pierre Omidyar. As of the end of 2014, they had 155 million active users, compared to amazons 207 million. What makes eBay so special is the pioneering of the ability to auction off items or to bid for them as well the normal checkout options that is common amongst e-marketers. According to their 10K annual report, eBay states that one of its initiatives for 2015 is to increase the usage of the auction platform, yet user ship is down 26% year over year. Another insight I found on their 10K was that they believe that their future success heavily relies on their ability to capture the mobile market and mobile users. Right away, I thought, “ohh yeah I know exactly what to do, but I didn’t” After doing a bit more digging, on the List I was able to find that their target demo was indeed millenials, ages 18-34. This is a huge insight, as the millennial generation is set to pass the Boomers this year to become the biggest generation ever and they account for $200 Billion dollars worth of raw spending power, a number set to only increase with time. So taking into account their three challenges: Slower rate of growth coupled with the auction platform losing users, promoting the eBay app download and mobile eBay usage, and reaching a target demo of millennial 18-34; I set off to play match-maker to create the perfect harmony between eBay and Viacom. ADD either table on Users, Marketshare, demo graphic. COMBINE THIS SLIDE WITH THE PROBLEM SLIDE AMAZON has the same target demo Research has already found that Amazon is gaining market share, double digit growth; while eBay has single digit growth only -Include the spending power of millenials Remember to include the industry trends and where it’s heading for mobile Include global downloads Ebay: 167.8 mill global downloads Amazon: 19.4 mil Overstock: 3.4 mil Should I include these figures? Main concern-over crowded slides
- This was where I began to focus on the power of viacom to create solutions for the challenges eBay was facing. The one thing I kept focus on was this: WHAT DOES VIACOM OFFER TO EBAY THAT NO OTHER COMPANY or NETWORK CAN? Given that eBay was looking for this young demo that is tuned into the tech scene, are social influencers, purchase through e-commerce, the task of finding networks to match eBay came down to finding the right fit. Viacom, being the social voice of the millennials, provided many networks to that served as a great fit, so for my solutions I zero’d in on the ones that provided a median audience that fell into the young millennial category and that were likely to consume online. The networks that I propose are the MTV suites, CC, and Vh1. All have audiences that are young millennials who are tech savvy, socially connected, and influencers that proved time and time again to be loyal. The value all the networks provide include Marketing and advertising value, premium content that engages fans across platforms, a trusted source of entertainment and news for our fans and followers, and is THE social voice of the millennials; which all contribute in the creation of their solutions. The value: Marketing and value Premium content that engages fans across platforms Trusted source of entertainment and news for our fans and followers THE Voice of the Millennial
- When coming up with the solutions, I thought and focused on one idea: What does Viacom offer that no other company does? Throughout my time here I was introduced to many new products and executions but one that stood out as unique and memorable was the integration + idea. I ran with this Idea and created a solution that was spoke to the benefits of the app, could yield measureable results, engaged the audience, and was memorable. The benefits of this solution include an organic integration For my second solution, I really honed in on millennial habits, what makes them tick, what the like and what they believe in. What I found was this extraordinary connection to social causes that influenced so much of their consuming habits and even their interactions. Based off a partnership that eBay launched with SotheBy, an upscale auction house, I created a solution for eBay that helps fans engage with talent, helps promote the eBay app, increases their auction platform appeal, and really helps the brand image of both Viacom and eBay. It will feature on air spots, a cross platform integration that includes both digital and linear advertising, and a pro-social cause involvement unique for every network
- The first solution I want to introduce features an Ad service that Viacom is able to boast uniqueness for, integration +. Keeping in mind that the median age of 32 falls right into the demographic of ebay, I chose to use CC and in particular Key & Peeles hilarious sketch show. Before I dive into the logistics, let’s take a second to visualize this: a sketch featuring both Key and Peele as characters that don’t know each other, yet. Peele, getting ready to finally get back into the game, but realizes he is flat broke, something I know too well of being a college student. He decides that he needs to sell some of his unnecessary stuff online, which includes things that an old flame left at his place, so he uses eBay to post things on. In an obviously hilarious fashion, he can speak up the benefits of the website and throughout the sketch, as he sells more things, he can show the many features of the app. This is where Key-awntha comes in. Key-awntha is on the other side of the screen, as she shops online to save money and the value. Throughout the sketch, she can be buying things from Peele but since the seller and buyer id is protected, they have no idea who each other are. Key-awntha will be using her mobile phone and app throughout the sketch show the many functions of the app and how great it is. Wrapping it up, set up on a blind date the beautiful Key-awntha and Peele meet and of course, it ends up being the worst date imaginable. So everyone must be thinking the same thing, wow this kid is such a great script writer and what a hilarious script, but let’s now dive into the what this looks like for eBay. HOW MUCH DOES Int + cost???? The integration highlights the cross platform use of eBay and the app. Since this is an integration +, it can be pushed socially and live in the ecosystem. eBay benefits from receiving the use of Key & Peele, both incredible actors who are able to articulate and portray ideas very well and interact with their audiences on a regular basis. As this is a scalable option for eBay, we can urge them to spend additionally to a higher tier to unlock benefits such as custom co-branded vignettes and social networking. Including talent fees and all costs, an integration such as this can bring in anywhere from 1.5 to 2 million dollars. The product will be highlighted in a custom integration Will be taken and pushed through social networks Provides measureable results through the EchoGraph Features the use of celebrity talent, custom vignettes, etc.
- My second solution is focused on longevity and can be repeated across the many Viacom networks. Referring back to the extraordinary results I found, my research found that millenials are very cause oriented. 90% of millenials are likely to switch from one similar brand to another given CSR initiatives; 69% take into account the CSR initiatives of a company when deciding where to shop, are more likely to pay attention to a message The pro social auctions solution features content being sold directly from the show onto eBay through the auction platform. As the demand for millenials to interact with talent grows, so do the whacky ways people go about doing so: one case includes people auctioning off air from Kayne West concerts, in some cases the ziplock baggies filled with the air sold for $60-65K. The auction solution will feature custom landing pages for each network, such as an ebay.com/mtv or ebay.com/cc. The Viacom twist is that the charities being represented are all causes that the Viacom networks are already deeply involved with, such as the Get Schooled Initiative for MTV related auctions and the Save the Music Foundation for Vh1 related auctions. For shows that will have the bidding, real time auctions will be launched on eBay for the item and talent social media will help push it the auctions and interactions by using the #ebaygivesback hashtag. To digitally support the initiative, digital ad support can market the cause and clicking through will redirect millennials to the specialized eBay front. The use of the hashtag and digital ads will make this goal for eBay measurable.
- TALK THIS OVER WITH AUBEY THIS WILL BE CHANGED, AUBEY
- This slide will feature the network pairings MRI Results (CITE) Feature some loyalty millennial information (Cite) Importance of this slide is to show that the demand is there, it comes to conversion and creating loyal customers