avoiding the pitfalls and perils -...

Avoiding the Pitfalls and Perils

of Display Advertising

Serge Del Grosso Head of Media Strategy

eBay Enterprise Marketing Solutions (U.S.)

Russ Carroll Head of Partnerships

eBay Enterprise Marketing Solutions (EMEA)

Agenda

• Display Media Industry Trends – U.K. & EMEA

• Targeting Data is the New Oil

• Accelerating Ecommerce with Targeted Display

• For Magento Customers – eBay Enterprise

Display Extension

• Questions

Display Industry Trends –

U.K. & EMEA 02

In the UK,

Display Media’s

share of digital

spend is

growing

Display ad spend

also growing in

Western Europe

Mobile share of ad

spend accelerating

in the UK

In Middle East &

Africa, Mobile ad

spending will see

rapid growth in 2015

and beyond

Deep Customer Engagement

79% of smartphone users

keep their phones with

them for all but two hours

of their waking day

Programmatic and

Real Time Bidding

(RTB) is the new

emerging standard

for Display

Programmatic drives user-level targeting at scale

CONTEXTUAL FILTERING

& BRAND SAFETY

EXCHANGE/ NETWORK

PARTNERS

MOBILE & CROSS-

DEVICE TARGETING

PREMIUM PUBLISHERS

DATA PARTNERS

Actioned through major supply-slide exchanges

Now you can

real-time bid on

15+ billion

impressions daily.

Who should I target?

Targeting Data is

the New Oil

+200

Petabytes

of

Consumer

Data and

growing…

Nearly a

billion

consumers

worldwide

Credit cards

Thousands

Product

Categories

Multiple

cookies

across

dozens of

business

Actionable

search

insights

+ 9M

payments

every day

+ 6K

Total

Payment

Volume per

second

Pair of

shoes

sold

every 2

second

Loyalty

Mobile

phone

sold every

4 seconds

Click

behaviour

and

patterns

Device

IDs

Email

addresses

Bank

accounts

POS

A ladies

handbag is

bought via

mobile every

12 seconds A

motorcycle

sold every

10 minutes

IP Address

WE UNDERSTAND OUR SHARED

CONSUMERS ACROSS A WEALTH OF

COMMERCE DATA

2 OUT OF 3

OF YOUR

CONSUMERS

ARE OUR

CONSUMERS

BIG DATA

THE VALUE OF EBAY INC. DATA

PRIVACY

DATA

SCIENCE

ACTIONABLE

INSIGHTS

Accelerating Ecommerce with

Display 04

THE VALUE OF TARGETED DISPLAY

1. Generate Demand 2. Capture Demand

BENEFITS OF DISPLAY

It allows for a visual representation of a product or brand

that supports other online marketing efforts – in places

that desired audiences exist.

Display is the most scalable marketing channel for taking

multiple sources of data and deploying messages to

those target audiences/consumers in real-time.

Successful Display Targeting Strategies Include

Campaign Reach

Expert Targeting

Capabilities

Quality

Inventory

Access to in-market shoppers

Data

Science

True

Partnership

Targeting the right person starts with using data to construct an audience.

Client’s Data

Our Data (eBay Inc.) Other Parties’ Data

• Branded Website

• Customer Database

• eBay Marketplaces

• PayPal

• Demographic

• Behavioral

THE RIGHT PERSON

Display solutions account for When, Where and How a user experiences the

digital world.

When

Where How

• Time of day

• Timing (Seasonality)

• Recency to a signal

• Physical location

• Medium

• Content Adjacency

• Devices

• Browsers

• Apps

THE RIGHT CONTEXT

Once we’ve targeted the right user and are aware of her context, it’s time to

use the information we have in order to connect.

Earn Attention

Resonate Inspire Action

• Conspicuousness

• Visual Appeal

• Mnemonic Device

• Relevance

• Personalization

• Compelling Offer

• Ad engagement

• Visit to owned media

• Conversion

THE RIGHT MESSAGE

TARGET BUYERS WITH SAME CHARACTERISTICS, PATTERNS, BEHAVIORS

Never

Purchased

Inactive Buyers

In-Market

Shoppers

Active Buyers

Acquisition

Reactivation

For Magento Customers –

eBay Display Extension 05

AVAILABLE NOW!

Quick & easy

implementation, and

a complete set of

custom-built Display

Ads

Access to all of

the major

exchanges,

Facebook, Tablet,

eBay.com

Account

optimization,

analytics access

and a real live

person if you have

questions.

1 2 3

IMPLEMENTATION IS EASY!

DISPLAY - THE ROAD AHEAD

• Display media is a growing

business in your markets

• Programmatic (RTB) display is an

engine of this growth

• Data-driven display is the new oil

• Activate your display program now

with the eBay Display Extension

THANK YOU!

QUESTIONS? SDELGROSSO@EBAY.COM

RCARROLL@EBAY.COM