Goodby, Silverstein & Partners | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(415) 392-0669|
|Main Fax||(415) 788-4303|
Goodby, Silverstein & Partners Contacts
|Rich S.||Co-Founder, Chairman, Partner & Creative Director||CA|
Sample of Associated Brands
|Derek R.||Managing Partner||CA|
|Jill S.||Director, Culture & Career Development & Associate Partner||CA|
|James H.||Executive Broadcast Producer & Associate Partner||CA|
|Zach C.||Associate Partner & Director, Talent||CA|
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Score 57 - Close Watch: eBay planning 'more aggressive' brand marketing for 2017
During the recent Q4 earnings call, eBay CEO Devin Wenig stated that the company planned to be "more aggressive in marketing the brand" in 2017.
For the quarter, eBay had begun moving spend "up the funnel," with new social and owned media and its first TV ads since 2014 (more here). For 2017, eBay will continue to push more marketing dollars "up funnel to drive consideration," hopefully making eBay the "shopping destination of choice."
CFO Scott Schenkel added that eBay would continue to "be disciplined" about marketing investments and will optimize across all channels to get the most efficient ROI. However, he also mentioned that higher marketing investments will continue, particularly in brand advertising to grow active buyers.
Sellers - Wenig also mentioned that eBay has adopted a "retail-focused mindset" to more actively market around key retail moments, so look for dollars to be tied to these this year. Look for digital, social and TV dollars, specifically. For the last three years, Q2 and Q3 have been eBay's largest spending periods, so keep this in mind when pitching the business.
Agency readers - CMO Suzy Deering has been on the job around a year-and-a-half and, as you can see, is very comfortable shifting the online auction site's marketing strategy. She was also joined by Karl Isaac as VP of global brand and Jim Lawrence as head of art and collectibles marketing in 2016. This, combined with the over two-year tenure of creative and media AORs Omnicom's Mediacom, could signal that more change is on the horizon.
National TV Spend: Even though eBay execs had previously mentioned spending more on TV ads in 2017, iSpot reports that no spots have been run yet this year. For the company's holiday campaign, $24.3 million was spent to air two ads from Nov. 10 through Dec. 12.
EBay has tested a number of ads in the months leading up to the holiday campaign launch, and total TV spend for 2016 was $33.4 million. See chart for holiday campaign show targeting.
Digital Breakdown: For 2016, Pathmatics reports that eBay spent $27.9 million on digital display ads (2.9 billion impressions). Ad types included: desktop (88%), desktop video (8%) and mobile (4%). See chart for impression sources and spend share.
Top ad destinations for 2016 included: aol.com, suddenlink.net, youtube.com, reddit.com, huffingtonpost.com, centurylink.net and espn.com.
This puts 2016's spend more than double that of 2015 - $12.6 million (2.0 billion impressions). For the first month-and-a-half of 2017, the company has spent $1.1 million on digital display ads, which is actually down slightly from last year ($2.5 million).
Competitors: Amazon, Etsy (DV's take here) and others.
2065 Hamilton Ave.
San Jose, CA 95125
Chief Marketing Officer
Vice President, Global Brand (since May 2016)
Head, Art & Collectibles Marketing (since 2016)