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 (5/30)
|Suzy D.||Chief Marketing Officer||CA|
Sample of Associated Brands
|Bob S.||Senior Vice President, Finance & Chief Financial Officer||CA|
|Daniel T.||Chief Communications Officer||CA|
|John D.||President & Chief Executive Officer||CA|
|Renee B.||Chief Creative Officer||CA|
|****, ***.||******, *********** & ********||creative||2014||present|
|****, ***.||********** *****, ***.||digital||unknown||present|
|****, ***.||******* ***||creative||unknown||present|
|****, ***.||********||media buying & planning||2014||present|
|****, ***.||******* ******* *******||AOR - digital & mobile||2010||present|
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Score 76 – Account in Jeopardy: EBay names CMO to tout company's value
Subject: traditional, digital, online, mobile, social media, search, display
Company: eBay, 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: Named Suzy Deering as CMO for North America. Deering will report to eBay North America SVP Hal Lawton and will help “connect eBay’s customer to the things they love and need,” according to the company. Specifically, she will lead strategic marketing, both online and offline. The company said: “Following the recent separation of eBay from PayPal, eBay is redefining itself with a more aggressive focus of retailing.” Deering replaces Richelle Parham, who left eBay in February as part of the restructuring that placed the communications and brand teams under the chief communications officer. Ebay has increased display ads in 2015, while simultaneously slashing TV buys, so keep this in mind when approaching Deering. Deering is also tasked with focusing on the value of eBay, specifically the “spectrum of value” that provides a range of choices at different value points.
During the Q2 earnings call in July, new CEO Devin Wenig said that “in line with what we normally do,” we will ramp up holiday spend. He continued that “it’s likely, depending on the underlying metrics that we see, we may do that a little bit more aggressively this season.” Affirming the company’s focus on value, he stated: “It’s not hard to grow an e-commerce company, it is hard to grow value in an e-Commerce company.” He describes eBay as a “disciplined” marketer, so approach with high ROI ideas for Q4 as eBay will not “throw money against the wall and hope things stick.” According to The List, Goodby, Silverstein & Partners is creative AOR.
Experience: Deering most recently served as the CEO of Moxie. She has also served as executive director of media, engagements and integrations, as well as director of marketing communications, for Verizon Wireless.
Note that eBay also recently named Wenig as CEO. Wenig replaced John Donahoe, who left the company at the time of the PayPal split (July 2015). Read more about DailyVista’s take on the eBay/PayPal split here.
Media Spend: According to Kantar Media, eBay spent $154.9 million on measured media in 2014 – up 98.03% from 2013. Most of this, $77.9 million, was allocated to digital ads, while $65.1 million went to broadcast ads. The remainder was allocated to print, OOH and radio ads. Note that in October, eBay launched its first-ever global brand campaign – “Shop Your World.”
For FY 2014, eBay spent $30.3 million on national TV ads (according to iSpot.tv). But 2015 has not seen any money allocated to this channel.
Digital Breakdown: Per Moat, eBay has run 333 standard display ads on 4,643 publishers so far this year (<1% mobile). Top ad destinations include shopping.com, dealtime.com, rebategiant.com and epinions.com. For the same period 2014, 330 creatives were run on 830 publishers. Programmatic buys as a percentage of display activity have increased sightly, from 80% in 2014 to 87% in 2015, according to Moat.
2065 Hamilton Ave.
San Jose, CA 95125
Chief Marketing Officer
Senior Manager, Display Marketing