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 (5/27)
|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|
|Alan M.||Senior Vice President, Corporate Communications||CA|
|****, ***.||******, *********** & ********||creative||2014||present|
|****, ***.||************, ***.||Social||unknown||present|
|****, ***.||*****, ***.||Digital||unknown||present|
|****, ***.||********** *****, ***.||digital||unknown||present|
|****, ***.||******* ***||creative||unknown||present|
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Digital, Social Opps: No. 61 eBay shifting back to ‘traditional brand 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 the Q4 earnings call, CEO Devin Wenig said that eBay would begin “immediately pivoting” some of its spend up the funnel to more traditional brand spend. Specifically, he said: “It just means instead of selling you an iPhone or a sweater, we’re going to talk more about eBay and the brand.” He was not sure yet if the company would spend more money than last year on these new branding initiatives, but that the company does have to more “sharply define” its brand in an increasingly crowded environment.
So while what the company is spending may not change significantly, how they spend will. Note that he mentions specifically that this does not necessarily mean TV, so digital sellers should have the advantage here. According to Wenig, eBay’s most efficient marketing spend on an ROI basis is paid search, but “we don’t believe over the long-run we can be tied only to paid search.” Therefore, the company is moving dolllars into “less efficient” channels in order to build new channels for the future – this includes social.
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).
Media Spend: According to Kantar Media, eBay spent $102.3 million on measured media in 2014 – and $68.9 million through Q3 2015 (through Q3 2014, $56 million was spent). Most of eBay’s 2015 spend was allocated to digital display ads (55.9%), broadcast (31.2%) and print (10.4%). The remainder went to OOH and radio, but keep in mind that Kantar does not track search, mobile or social spend.
National TV Spend: eBay has not aired national TV ads since 2014, when it spent $11. 3 million. As stated by Wenig in the earnings call, TV does not seem to be a priority in 2016.
Digital Breakdown: For 2015, Moat reports that eBay ran 726 display ads on 6,579 publishers (1% mobile). Top ad destinations included dealtime.com, shopping.com, imgur.com, wired.com and toshiba.com (15% placed site direct versus programmatic). eBay also ran 179 high impact and 25 video ads in 2015. For 2014, the company ran 594 display ads on 3,298 publishers (26% mobile; 2% placed site direct). The company also ran 456 high impact ads, but no video ads, in 2014.
Competitors: Amazon, Etsy (DV’s take here) and others.
Marketing Decision Makers: In August 2015, eBay named Suzy Deering as CMO for North America (more here).
2065 Hamilton Ave.
San Jose, CA 95125
Chief Marketing Officer