Closing the Loop from Impression to Redemption
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Transcript of Closing the Loop from Impression to Redemption
Scott Hendrickson
Senior Director, Advertising Solutions
PayPal Media Network
PayPal Media Network
Connect with 90MM US Shoppers Connect the right offer to the right consumer
Drive customers to purchase.
Connect with over 100MM US shoppers via mobile and online
Connect the right message to the right consumer
Drive shoppers to purchase and close the loop
Reach Relevancy Redemption
eBay Inc assets
Connect with 90MM US Shoppers Connect the right offer to the right consumer
Drive customers to purchase.
eBay
PayPal
Magento
Bill Me Later
PPMN
GSI
Milo
Red Laser
“eBay's acquisitions fit together to create a killer shopping machine for the online
and offline future of shopping.” – Fast Company
Enabling commerce
Connect with 90MM US Shoppers Drive customers to purchase.
Connect with over 100MM US shoppers via mobile and online
Drive shoppers to purchase and close the loop
$175B in total commerce in 2012
$14B in mobile commerce in 2012
Leveraging tools and data to engage customers and drive commerce…
Any time. Anywhere. Any way.
The omnichannel marketplace
Source: comScore study, December 2012
The consumer journey has forever changed…
The effect of mobile on the path to purchase
Consumer time spent vs. ad spend
Ad spend per media
Time spent per media
Source: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
Case studies
Halls: Campaign objective
Drive purchases of Halls cough drops at partner pharmacy and retail locations
The solution: roaming geo-fences
• Geo-fenced location targeting of mobile ads around Halls partner pharmacy and retail stores
• Combine geo-fencing with third party data feed from CDC to serve ads in “high flu index” areas for increased relevancy
Results
• Measurement: click-to-map secondary action on mobile landing page as indicator of store foot traffic and purchase intent
• A/B test: control was an a geo-targeted national campaign compared against a localized geo-fence campaign that invoked high flu levels per the CDC
• 62.5% higher CTR in campaign using a roaming geo-fence
Best Buy: Campaign objective
Drive purchases of televisions through mobile and at Best Buy stores
The solutionReal time
inventory via Milo surfaces
TVs in stock at the local store
PPMN mobile ads geo-
targeting trade radius of Best
Buy stores
PayPal mobile express checkout enables
instant, easy purchasing
The resultsCTR measurement: 1% of all users
that saw the ad clicked on it
Mobile commerce measurement: 3% purchased a product for in-
store pickup
The Home Depot: Campaign objective
Drive in-store purchases with PayPal at The Home Depot
The Home Depot: Solution
• Closed loop offer campaign delivering real money into PayPal customer’s accounts to spend at The Home Depot.
• Offers were delivered via multiple channels: email, online and mobile.
• Consumers save the offer to their PayPal account.
• At checkout, the offer value is automatically deducted no need to show a phone, coupon or card to redeem offer – a frictionless experience.
The Home Depot: Results• Measurement: Offer Saves; Offer
Redemptions; Transaction amount; Total sales volume; Average order value
• $14,750 in offer funding drove a total of $149,212 total sales during one campaign: 10x ROI
• “ We believe PayPal’s solution has the potential to improve the checkout experience as we know it today by making it fast, secure and more convenient for the customer ” - Dwaine Kimmet, Treasurer & VP of Financial Services, The Home Depot
The PayPal WalletEnabling new commerce for the new economy
Mobile commerce today
Source: comScore study, April 2012
The intelligent, original digital wallet
PayPal is trusted by over 123M active customers who spend $315M daily.
• A digital wallet that has been used by millions for 14
years
• Simple, secure money management in a single
solution
• All funding sources saved in the wallet (credit, debit,
etc.)
• Deferred payment and credit options
• Ability to store loyalty and rewards cards
• All coupons and offers saved in one place
• Accesses over $4B in daily PayPal account balances
PayPal Wallet Vision Video
PayPal leads the digital wallet space
LevelUp
Lemon
ISIS
V.me
Square Wallet
MasterCard PayPass
Google Wallet
PayPal
2%
1%
1%
2%
2%
3%
8%
48%
5%
5%
6%
8%
8%
13%
41%
72%
AwarenessUsage
Source: comScore Digital Wallet Roadmap 2013
Consumer Awareness and Usage of Digital Wallet Offerings
Making it easy for the consumer
Saving the consumer time
25
Source 1,2: Forrester Total Economic Impact Study of PayPal, July 2012
Creating value for merchants & brands
And we’re just getting started…
Millions of consumers…
Millions of off-line merchant locations…
Billions of dollars in unspent account balances…
Delivering ubiquity
The number of merchants accepting PayPal will increase rapidly in 2013 with our Discover partnership
Jan 2013 Dec 2013
Partnering with merchants of all sizes
PayPal acceptance in-store
30
TOTAL SALES
$142 Billions
Questions? Let’s Discuss!
Scott HendricksonHead of Advertising [email protected] me on Twitter @HendricksonS
Thank you!