eBay, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
eBay, Inc., headquartered in San Jose, CA, operates one of the world's largest Web-based marketplaces. Individuals and businesses are able to buy and sell a variety goods and services listed in thousands of categories.
|Main Telephone||(408) 376-7400|
|Main Fax||(408) 558-7401|
eBay, Inc. ContactsContacts (5/34)
|Suzy D.||Chief Marketing Officer||CA|
Sample of Associated Brands
|Daniel T.||Chief Communications Officer||CA|
|Renee B.||Chief Creative Officer||CA|
|Steve F.||Senior Vice President & Chief Technology Officer - Marketplaces||CA|
|Hal L.||Senior Vice President, North America Marketplaces||CA|
|****, ***.||******, *********** & ********||creative||2014||present|
|****, ***.||*** *** *********||AOR - creative||2011||present|
|****, ***.||***** ****** *****||creative||unknown||present|
|****, ***.||*******||public relations||2009||present|
|****, ***.||**********||digital, media planning||2012||present|
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Digital, TV, Social Opps: EBay experimenting, testing, ‘re-purposing' spend (Score 76)
Subject: traditional, digital, online, mobile, social media, search, display, outdoor
Company: Winmo), one of the world's largest web-based marketplaces that allows individuals and businesses to buy and sell a variety of goods in thousands of categories.
Opportunity: In January, we told you how eBay CEO Devin Wenig said the company would begin “immediately pivoting” some of its spend up the funnel to more traditional brand spend (more here). Therefore, eBay began running a number of different promotions during Q1 to test the efficacy of its marketing spend, said Wenig in the Q1 earnings call. Historically, “we’ve had one tool in our toolbox and that’s been search,” said Wenig, and a lot of eBay’s ongoing efforts involve improving discoverability. Currently, eBay is upgrading its mobile experience and building new browse pages to show customers “the best deals…the best brand…the best price.”
To support this replatforming, eBay is experimenting more “up the funnel.” During this experimentation, said Wenig, “you’ll see a little on TV and in other areas.” To be clear, eBay is not materially increasing marketing spend at this point. Right now, the company said it is “repurposing” spend that was down the funnel and running more testing.
However, when the results of these tests begin to roll in, sellers should be looking for H2 dollars – particularly in Q4 around the winter holiday period. EBay is currently testing its media mix, so no word yet on exactly what channels will receive the most spend down the line but digital, TV and social are likely candidates. Wenig also stated that he didn’t want to do any “significant” brand work until the product had moved on because “what I don’t want to do is spend a lot of money to bring people into a user experience that’s changing.”
Sellers – keep in mind that Wenig also mentioned outdoor tests (and “other places”), saying: “The great thing about new buyers is, it opens up an entire new world of marketing levers.”
Agency readers, those who can help eBay appeal to new buyers in high-ROI, innovative ways should get pitches together. For the last three years, Q2 and Q3 have been eBay's largest spend periods, so keep this in mind when pitching the business. EBay added WPP's here).
Marketing Decision Makers: In August 2015, eBay named Suzy Deering as CMO for North America (more here).
Media Spend: According to Kantar Media, eBay’s measured media spend dropped slightly in 2015 – to $117.3 million from $118.1 million in 2014. While eBay increased its print (7.2% in 2014 to 10.5% in 2015) and digital investments last year(21.4% vs. 44.8%), it decreased broadcast spend (55.2% vs. 30.2%).
National TV Spend: eBay has not aired national TV ads since 2014, when it spent $11. 3 million, according to iSpot.tv. As stated by Wenig in the earnings call, TV does not seem to be a major priority in 2016 (but this doesn’t mean it has been completely ruled out).
Digital Breakdown: So far in 2016, eBay has run 561 display ads on 3,811 publishers, per Moat (<1% mobile). Top ad destinations include ebay.com, travelchannel.com, hgtv.com, huffingtonpost.com and yahoo.com (14% placed site direct versus programmatically). eBay has also run 277 high impact (mostly standard, billboard, button and skin) and 16 video ads this year on publishers such as Huffington Post and Adweek. For the same period last year, eBay ran 213 display and 20 high impact ads on 3,495 publishers (and one video ad).
Unsurprisingly, most of eBay’s display ads have run during Q3/Q4 (but, generally, eBay’s display presence is steady throughout the year). Overwhelmingly, shopping sites are the targeted destinations of these display ads.
Competitors: Amazon, Etsy (DV's take here) and others.
2065 Hamilton Ave.
San Jose, CA 95125
Chief Marketing Officer