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EcommerceBytes-NewsFlash, Number 2796 - May 03, 2012 - ISSN 1539-5065    1 of 4

eBay Re-Brands WHERE to PayPal Media Network

By Ina Steiner
May 03, 2012

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eBay is re-branding WHERE Ads, the mobile ad network it acquired last year. WHERE Ads will become the PayPal Media Network. According to WHERE's General Manager Walt Doyle, "this change reflects our full integration into the PayPal family and cements our place as a critical piece of PayPal's vision for the future of shopping."

The announcement has little impact on small eBay sellers. That's because major brands and retailers advertise on WHERE's mobile app, which uses proprietary geo-fencing technology to serve up personalized, hyper-local offers to mobile consumers.

PayPal Media Network writes, "location is one of the most relevant targeting parameters available for advertising on a mobile device and helping drive consumers to engage with brands online and offline."

Doyle said the rebranding also marks the launch of a "dynamic multi-channel advertising platform built to serve our retail partners during a time of immense change in consumer behavior." In January, he described a campaign in which WHERE had used Google and CDC government data to target ads for the Vicks Behind Ear Thermometer to mothers in regions with a high incidence of flu who were within two miles of a retailer that carried the advertiser's thermometer. Mobile users who fit all criteria were shown a banner ad within an app that read "Flu levels in your area are high. Be prepared with Vick's revolutionary Behind Ear Thermometer" and were then given the locations of the nearby retailers, including Target, Walmart, Babies R Us, Rite Aid and Walgreens.

In announcing the re-branding on Wednesday, Doyle said the PayPal Media Network offers advertisers the ability to reach consumers across all mediums - "We are enabling brands to be omni-present for consumers, and connect with them at the right time, the right place, and with the right message."

Doyle said the PayPal Media Network would be working across eBay.com, BillMeLater, Shopping.com and RedLaser to tie together data, location, and purchase history to deliver hyper-relevant and, when appropriate, hyper-local advertising and offers. "One example of this can be seen through our integration with Red Laser, where a consumer scans a product then is sent an offer from the brand with the ability to purchase the product in-store, on the screen, or to send it to someone as a gift (coming soon!)," he wrote.

eBay and PayPal are focused on mobile commerce - PayPal processed $4 billion in mobile payments in 2011, and eBay CEO John Donahoe predicted that would almost double this year to over $7 billion. Offering location-based mobile advertising gets the attention of the big brands eBay is courting on all fronts.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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