eBay Uses WHERE to Send Shoppers to Local Chain Stores
By Ina Steiner
In April, eBay acquired WHERE, a provider of location-based services including mobile advertising and search and recommendation services. WHERE CEO Walt Doyle explained on the PayPal blog last week how WHERE fits in with PayPal's vision of helping brands reach consumers in multiple ways.
Doyle described a mobile advertising campaign WHERE had executed for the Vicks Behind Ear Thermometer where it used Google and Centers for Disease Control and Prevention data to enhance the targeting of the campaign.
WHERE served up ads on mobile devices that would only appear to mothers in regions with a high incidence of flu who were within two miles of a retailer that carried the advertiser's thermometer - retailers included Target, Walmart, Babies R Us, Rite Aid and Walgreens. 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 then given the locations of the nearby retailers.
Doyle said that kind of highly targeted mobile ad campaign was standard practice at WHERE and was the "cornerstone for the demand generation side of PayPal's vision for the future of shopping."
WHERE's patented technology enables advertisers to deliver mobile ad campaigns that are both hyper-local and hyper-relevant.
WHERE also ran a holiday marketing campaign for Best Buy. The campaign ran in the weeks preceding Black Friday, with the message to "Shop Early Save Big." WHERE ran the banners across its network targeting consumers who were close to a Best Buy location. Shoppers were able to see product names, images, pricing and how many of the items were in stock (via eBay's Milo technology) at the closest Best Buy. The product inventory updated dynamically if the user selected a different Best Buy location.
Doyle said the campaigns represented an important part of PayPal's vision to provide a true end-to-end solution for brands to drive sales in a multitude of ways, and to enable consumers to connect and interact with those brands wherever they may be.
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 firstname.lastname@example.org.
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