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 (5/33)
|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|
|Bridget D.||Vice President & General Manager, eBay Advertising||CA|
|****, ***.||******, *********** & ********||creative||2014||present|
|****, ***.||*** *** *********||AOR - creative||2011||present|
|****, ***.||***** ****** *****||creative||unknown||present|
|****, ***.||*******||public relations||2009||present|
|****, ***.||**********||digital, media planning||2012||present|
Who is the Chief Marketing Officer of eBay, Inc.?
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Holiday, 2017 Media Opps: eBay returns to TV for holiday campaign amid marketing increases
Subject: traditional, digital, online, mobile, social media, search, display, outdoor
Opportunity: I hate to say, "I told you so," but - wait. That's not true - ISpot reports that, since Aug. 1, eBay has aired four national TV spots. And according to the company, even more spots will debut today (provided this election doesn't bring forth the end of the world).
CMO Suzy Deering stated that "TV allows you to tell eBay's story in a way that connects emotionally for people considering it as a destination for gifts." Holiday spots include two :30-second TV commercials, as well as four :15-second digital videos.
To bolster the campaign, eBay is also creating a "Holiday Workshop" online and increasing marketing on 18 different social channels. The holiday campaign was created by Pereira & O'Dell, who was selected after an RFP process. It's unlikely that P&O will serve as AOR, but we'll let you know if we hear differently. EBay also worked with Digitas (digital media since 2012), Edelman (PR since 2009) and Triad (creative) for this campaign.
Agency readers - CMO Suzy Deering has been on the job just over a year and, as you can see, has already begun shifting the online auction site's marketing strategy. This, combined with the over two-year tenure of creative and media AORs Omnicom's here). However, 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 spending periods, so keep this in mind when pitching the business. EBay was removed from the Vulnerable Account Index in May 2016 - due to our self-imposed time constraints - but this does not mean the account is any less ripe for change over the next year.
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%).
Note that H1 2016 spend ($53.2 million) is up 27.5% from H1 2015 ($41.7 million).
National TV Spend: EBay has spent $8.1 million to air four spots in H2 2016. eBay had not aired national TV ads since 2014, when it spent $11. 3 million, according to iSpot.tv.
See chart for 2016 show targeting.
Digital Breakdown: Pathmatics reports that eBay has spent $15.8 million on desktop display ads so far this year (1.9 billion impressions). Most of these ads were placed site direct (79%) or through Google AdX + AdSense (6%), DoubleClick Bid Manager (4%) or MediaMath (4%). Top desktop destinations include: centurylink.net, suddenlink.net, reddit.com, huffingtonpost.com and youtube.com.
EBay has also spent $1.6 million on online video ads this year (82.6 million impressions) and $937,200 on mobile ads (210.3 million impressions). Mobile ads were placed through App Nexus (9%) and Google AdX + AdSense (12%), as well as site direct (63%), while video ads were placed mostly site direct (69%) and through Teads (14%) and Google (12%). Top video sites include: glamour.com, allure.com, espn.com and teenvogue.com; top mobile destinations include msn.com, espn.com, rollingstone.com and expedia.com.
2016 total digital spend has increased by 78.6% over the same period 2015 when $10.3 million was spent on desktop, mobile and video spend.
Competitors: Amazon, Etsy (DV's take here) and others.
2065 Hamilton Ave.
San Jose, CA 95125
Chief Marketing Officer