avoiding the pitfalls and perils -...
TRANSCRIPT
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
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
