Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

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Yahoo and eBay Partnership Provides Direct Marketers with Large Numbers of Potential Customers!

 

Here are the relevant metrics of the partnership.

The Yahoo! parent company had 105.9 million unique visitors in April 2006;

eBay's parent company had 60.1 million unique visitors.  The unduplicated unique

audience for both companies for April 2006 is 112.9 million, with an active reach

of nearly 75 percent (see Table 1).

 

Table 1: Yahoo! and eBay Parent Company Online Reach, April 2006 (U.S., Home

and Work)

+------------------------+-----------+-----------------+

| Parent Company         |  UA (000) |  Active Reach % |

+------------------------+-----------+-----------------+

| Yahoo!                 |   105,907 |           68.98 |

| eBay                   |    60,050 |           39.11 |

| Unduplicated Audience  |   112,850 |            73.5 |

+------------------------+-----------+-----------------+

Source: Nielsen//NetRatings, May 2006

 

- PayPal had a unique audience of 16.9 million in April, Skype had a unique audience

of 1.7 million (see Table 2).

 

Table 2: Brands belonging to eBay Parent Company, April 2006 (U.S., Home and

Work)

+-----------------------+-----------+

| Brand                 |  UA (000) |

+-----------------------+-----------+

| eBay                  |    53,465 |

| PayPal                |    16,928 |

| Shopping.com Network  |    16,003 |

| Skype                 |     1,693 |

| Rent.com              |     1,224 |

+-----------------------+-----------+

Source: Nielsen//NetRatings, May 2006

  

- Relevant eBay advertising metrics (see Tables 3-5).

 

Table 3: eBay Advertising Strategy, April 2006 (U.S.)

+-----------+-------------------+--------------------+

| Company   |       Image Based |     Sponsored Link |

|           | Impressions (000) |  Impressions (000) |

+-----------+-------------------+--------------------+

| eBay,Inc. |           905,147 |          2,634,868 |

+-----------+-------------------+--------------------+

Source: Nielsen//NetRatings AdRelevance, May 2006

 

 

Table 4: Top 5 Sites for eBay's Image Based Impressions, April 2006 (U.S.)

+----------+-------------------+

| Site     |       Image Based |

|          | Impressions (000) |

+----------+-------------------+

| Yahoo!   |           320,662 |

| Juno     |           174,000 |

| NetZero  |           143,597 |

| MSN      |           129,867 |

| MySpace  |            54,885 |

+----------+-------------------+

Source: Nielsen//NetRatings AdRelevance, May 2006

 

 

Table 5: eBay Sponsored Link Advertising, April 2006 (U.S.)

+-----------------------------------+---------------------+

| Ad Platform                       |      Sponsored Link |

|                                   |   Impressions (000) |

+-----------------------------------+---------------------+

| Google                            |           1,525,637 |

| Yahoo!                            |           1,056,395 |

| MSN Search (On Property Only)     |              52,549 |

| AJ Interactive (On Property Only) |                 287 |

+-----------------------------------+---------------------+

Source: Nielsen//NetRatings AdRelevance,

 

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