© 2012 eBay Inc. All rights reserved. Not approved for external distribution. Confidential

eBay ADVERTISINGMultichannel Marketing – eBay 2012

eBay in a nutshell...

210 million objects available at any time on eBay

96 million users in the

world

11.7 bn$ revenue in 2011

Presence in 39 countries

7 millions of new products listed

every day on the platform

5 500 available product categories

60% of sales on Fixed Price format

$2 000 spent on eBay every second

40% of sales on Auction format

We come from a world where offline and online Sales & Marketing are 2 distinct universes

Build awareness and

drive consideration

Drive sales

Instill purchase

intent

Offline Marketing

Online Marketing

Drive offline sales

Drive online sales

Consumer purchase funnel

94% of global

commerce

6% of global

commerce

Offline and online boundaries are blurring and online behaviors now influence a lot offline purchases

82% of consumers said they actually prefer to purchase items offline1

43% of shoppers conduct some form of online research before making a purchase on stores2

1. Forrester Research - 2011

2. Ginger – Smart Shopping Survey / Jun 2011

Online channels, and especially eBay, are extremely relevant when it comes to driving offline purchase intent

Case study: Showcase eBay Advertising contribution to a multichannel promotional campaign

Context:

• Leclerc (major French retailer) runs 2 national promotional operations annually called Big Bang

• National offline media plan (Radio / Outdoor / Press)

• Goal is driving traffic to stores and incremental revenue

Mechanism:

• Test markets (5 mid-size FR cities) where Marketing Scan is having online panelists

• Leclerc ads on eBay in the 5 cities (Zip code targeting)

• Observation of household panel’s behaviors in stores thanks to loyalty card tracking

Criteria of performance measurement

Retailer revenues

Loyal clients revenues

Occasional clients revenues+

Average basketFrequency of

purchasex Average basketFrequency of

purchasex

Promo campaign target

The on-eBay component of the media plan was a key success factor of this multichannel campaign

Retailer revenues

Loyal clients

revenues

Occasional clients

revenues+

Average basket

Frequency of purchasex

Average basket

Frequency of

purchasex

107115

Leclerc’s occasional clients spending

+8

Index 100 is based on prior to test consumption

+12%

of visits in stores for clients exposed to offline + eBay campaign vs. exposed to offline campaign only

FOLLOW UP

For more information contact:

Yann DepoysTelephone: +33 1 78 40 41 28Email: ydepoys@ebay.com

Adi KornfeldTelephone: +43 (0)676 836 08 807Email: adi.kornfeld@mammamedia.at