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eBay Final Case

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eBay Final Case

  1. 1. Making an Impact with Millenials
  2. 2. table of contents Executive Summary Situation Analysis SWOT Analysis Primary Research Target Market Takeaways Digital Activations Hulu Activations Out of Home Activations Experiential Activations Media Objective Budget Sales Forecast/Conclusion Media TImeline Appendix A 1 2 3 4 5 7 8 10 12 13 14 16 17 18 19 20
  3. 3. executive summary 2 eBay is an e-commerce company founded in San Jose, California. Since 1995, eBay has provided online consumer to consumer and business to business sales services. Since then eBay has been available to consumers in over 180 countries and accepts 19 currencies. eBay’s mission is to be the world’s favorite destination for discovering great value and unique selection. They have an expansive portfolio that includes eBay Classifieds Group, Close 5, StubHub, Shyp, and eBay Valet and spun PayPal off into an independent company in July 2015. The company integrates corporate social responsibility into their business model through the eBay Foundation which provides grants to nonprofit organizations and fosters charity connections between their employees and customers. Through these efforts, eBay can prove to the public that they are a company that values their employees, customers, and the community. Our primary target market, “Savvy Spenders,” consists of 18-34 year old men and women that don’t want to sacrifice their unique style and products for price or inconvenience.Through our primary and secondary research, we have found that these individuals value price, security and shipping costs when shopping online. The main reason our target market doesn’t use eBay to shop online is because of concerns about authenticity due to their experiences of eBay from middle and high school when it was primarily an auction site. Some of these negative experiences caused doubtful opinions on eBay and are unaware of their new site look, offers, and the multitude of new products available. Our campaign,“Life on Point,” aims to inform college-aged students that you don’t need a membership to get great deals for the products you love.Through a variety of out of home, social media, digital, and experiential advertisements, we will appeal to our specific target market to inform them that eBay is no longer the auction place that their uncles turned to but a shopping experience where new items, with free shipping and money-back guarantee, meet the right price.
  4. 4. situation analysis concept eBay’s platform is aimed at attracting and retaining customers, especially millennials. Their new product values such as Buy It Now, Free Shipping, and eBay Money Back Guarantee are cornerstones of their new user-friendly website.Their aim is to be a destination for great value and unique selection, while still remaining convenient for users. eBay looks to work with vendors to sell new products at a discount on their site.Their auction style features should not be ignored as they are still a core part of their business. The company works with sellers by building strong connections with their customers to help them turn unwanted items into cash. industry analysis Currently the online shopping industry is one of the fastest growing sales sectors in the United States. Online retailers are coming up with more efficient ways for customers to purchase online goods with mobile apps, discounts and free shipping. This is partnered with increasing the quality of customer service. situational analysis These days, millennials are busier than ever, packing their schedules from the moment they wake up in the morning. They need to find ways to purchase products quickly and are within their budget, as time is always of the essence. They want products that fit their unique style and that they can show off on social media because of this, many look for quick and convenient solutions to their problems. competitive analysis eBay has continually been a huge competitor in the auction site marketplace. As they have rebranded themselves they need to compete with major sites such as Amazon, Alibaba, and Etsy. With this being said, eBay has to step up its awareness and benefits to compete with its competitors and not get lost in the saturation of sites. 3
  5. 5. swot analysis strengths Brand name Available in 19 currencies Flexible payment options Personal customer accounts Large Internet marketplace weaknesses High fees Shipping malfunctions and issues Minimum control over product quality Inaccurate product descriptions opportunities Increase in mobile users/consumers Becoming a retailer “Make an Offer” feature Worldwide online databases threats Increasing competition – Amazon, Etsy, Craigslist,Alibaba Internet hackers Fluctuating exchange rates Fraudulent transactions 4
  6. 6. primary research methodology We conducted a survey via Qualtrics with a sample size of 107 and a focus group with a sample size of five for our primary research. Both samples were created using convenience sampling, and the survey was distributed with social media and an anonymous link. The focus group was held on a college campus with five college students as participants. survey results n=107 Our complete survey can be found in Appendix A, but the key findings were as follows 93% of respondents reported being loyal to amazon 58% reported free shipping as extremely important 62% reported security as extremely important 54% reported variety as extremely important 56% have purchased an item on Ebay before 54% have purchased items 1-3 times at eBay On average, people thought 55% of items on eBay were used, 34% were new and 26% were refurbished It is important to also note that respondents were asked eBay’s greatest strengths and weaknesses. The most reported strengths included variety of items, the competitive prices/auction system and the availability of collectible, rare or antique items.The most reported weaknesses were the trustworthiness or transparency of sellers, quality of the products and the tendency for prices to be run up and wait time with the bidding structure used in auctions. “When individuals sell, you find individual items.” “Most of the sellers are very courteous and I love having conversations about them as I ask questions about my items.” 5
  7. 7. primary research focus group findings n=5 Our focus group answered two types of questions; eBay specific and general shopping habit questions.The questions asked can be found in appendix A. One key finding from our focus group is that the participants were hesitant to purchase new items on ebay at the same price as other retailers. They also noted that even if a product was in original packaging they would still have concerns about authenticity.When asked what would encourage them to try or use eBay, participants suggested a trial period or promotion for signing up. They also brought up introducing student discounts and harsher policing of sellers and warranties for accountability. Participants also were unaware of many of the changes eBay has undergone in recent years and responded positively to new marketing content, stating they were intrigued by the new changes. In terms of general shopping habits, respondents noted that their top priorities in online shopping were free shipping, price, presentation of merchandise and quality. These priorities line up well with the findings in the survey conducted. Participants noted that reviews, accreditation to a person or company, verification checks, friends and family usage, design and reliability were the biggest factors in trusting an online company. “There is an availability of vintage/discontinued items not found at other retailers.” “Convenient to use, great deals, amazing community, and all services provided without the need for a membership.” “Old items are always easy to find, and there are many great deals to be found.” 6
  8. 8. target market savvy spenders Laci Kay recently graduated from the University of Scranton and just turned 21. She landed her first job at Paychex and is looking to move to Rochester, NY where her new job has her working in sales for the Northeast region. With this recent move, Laci has been utilizing all that eBay has to offer by buying products at a discount to fill her apartment. Laci believes that eBay is the perfect way to get great products unique to her style at an even better price than in stores! Timothy Steele is a 19-year- old student at Boston College.Before starting his sophomore year, he wants to get ahead of the game and purchase all of his textbooks and supplies. Instead of spending hundreds of dollars at his school’s bookstore, he wants to find a cheaper alternative. So while searching online,Timothy finds that eBay has the books and supplies he needs and with his savings he can order take-out at his favorite restaurants. Jess Langdon is a 24-year-old nurse at a large hospital in New York City. Because she works the night shift, Jess shops online for different forms of entertainment when her patients are sleeping or don’t need help. She also searches for gifts to give to her patients in order to make them feel at home - she tries to find unique and useful products and tends to spend hours searching for the “perfect” one that her patients will truly enjoy. Kyle Thompson is a 30-year-old young entrepreneur who recently launched his own company in the electronics industry. Being interested in electronics, Kyle is always looking for ways to improve his company and grow his ideas.Kyle likes to spend his free time browsing the web, and using his favorite site eBay to buy products for his business so he can grow his business without losing profit. primary secondary 7
  9. 9. Takeaways Lack of awareness amongst target audience of eBay’s rebranding, new attributes and product variety. We must rejuvenate eBay’s public perception to show potential customers that eBay is no longer a website purely for auctioning, but an online retailer that has the ability to meet all of their consumer needs, while still embracing a community of sellers as unique as their products. For our Savvy Spenders eBay offers new products at great prices with a money back guarantees. Our team aims to execute a combination of television, social, experiential and native marketing tactics to increase brand awareness, eventually leading to an increase in customer conversion. our challenge our key insight our value proposition 8
  10. 10. 9 life on pointWith eBay, finding exactly what you need at the price you want is fast and convenient. Whether you’re a big spender or living on a shoestring, eBay helps you live life on point.
  11. 11. digital activations snapchat Snapchat is a great way to reach our target market, as 70% of all Snapchat users are Millenials. As part of our experiential campaign well plan to create custom geofilters for each school we visit on our eBayU Tour. The filter will be a combination of the school logo and eBay’s reason for attending.We also plan to use Snapchat to create Discovery articles from eBay focusing on the needs of our target market with a twist such unique products to furnish your first apartment/dorm room or necessities for your music festival journey or Spring Break trip. According to our research, those ages 18 to 29 allocated around 20 minutes per day to Snapchat on average, and those ages 30 to 44 still spent an average of 9 minutes per day on the app.Also, Snapchat advertisements are seen anywhere between 500,000 to a million times per day, therefore giving us the reach we want eBay to have to it’s consumers. instagram Our eBayU competition will begin with Instagram as well as the contest for each school on the tour will use it for mini-contests to win prizes when eBay visits.We will also run ads throughout the year customizing it for each consumer based on their search history and what would fit them best and help get their life on point. Instagram is also a great way to reach our target market, as the app has already crossed the 500 million- user mark, and has over 300 million of them using the platform every single day. The company’s blog reports that over 95 million photos and videos are posted daily, proving that Instagram users are extremely active.Being the #1 app of all time for Brand Social Engagement, we believe that Instagram will give us the reach we want so that eBay can stand out above its competitors. buzzfeed We plan to create sponsored Buzzfeed articles and quizzes around the holidays for cheap yet quality gift ideas for college students or other themed gift articles or quizzes.As well as use Buzzfeed for when students are about to graduate and are furnishing their first apartment or figuring out the most memorable graduation gifts for their friends.Ranging from internet memes, personality quizzes,and“DIY projects”,Buzzfeed is a unique way for consumers to engage.The Buzzfeed blog explained that companies who advertised or created a campaign on Buzzfeed had 10 to 20 times more click-through rates than their normal average. With that said, four to five posts on Buzzfeed typically cost about $100,000 to run advertising content. Buzzfeed will allow EBay to engage with consumers in a unique way in order to get their minds thinking creatively.At 56% the average Buzzfeed visitor ranges from 18 to 34 years old, aka, the savvy spenders. pinterest Pinterest offers a free and paid way to spread information about eBay.The company can create their own Pinterest board for free and showcase unique products or create specific boards like they already do so on their website. They can also create advertisements With 110 million10
  12. 12. digital activations active users, Pinterest would be an extremely beneficial platform to use in order to hit our target market. Out of all of the Pinterest users, the main users are 18 to 29 year olds at 37% along with 30 to 49 year olds at 36%. Because one of our main priorities is to reach a market between the ages of 18 to 30 years old, Pinterest would be a fun and active way to get this age group involved with EBay.The average cost for an advertisement on Pinterest ranges from $0.50 to $1.50 cost per click and they offer two payment options.You could pay for either engagement or visits to your site. As 30% of users are pinning from mobile devices and 93% of pinners have shopped online in the past 6 months, Pinterest would be a great asset to EBay. Spotify Spotify is a listening platform for individuals looking to download and play their favorite music all from one place. Spotify offers the newest and best music in an easy to use app. Millennials are especially apt to using Spotify, according to Forbes.com millennials account for 72% of all weekly music streams on Spotify’s site.This accumulates to roughly 1.3 billion track plays every week. YouTube YouTube is a video-sharing platform with over a billion users, nearly one third of people on the Internet. YouTube allows users to upload engaging videos and share with the world. Milllennials turn to YouTube and digital broadcasting over regular cable television for the simplicity as well as convenience factor of regular television. YouTube allows users to have millions of videos right at their fingertips that can be watched at any time of day. hulu Instead of relying on traditional television advertising,we are suggesting that eBay relies on Hulu.com to advertise during popular shows that would be pricey on live TV. Because millennials aged 25-34 are 97% more likely to have used Hulu in the last 30 days than the general population, we feel strongly that Hulu is a more suitable option for eBay in terms of measurable, affordable advertising at key touchpoints. Because Hulu is an account based service this also means more targeted ad placements to those viewers who matter most to eBay and the target demographic.We are recommending that ads air on the following shows. 11
  13. 13. hulu activations Bob’s Burgers While Bob’s Burgers is popular with all millennials, those aged 25-34 are 91% more likely to have watched it on a weekly basis than the general population.This high index bodes well for eBay as an advertiser and could very well lead to a lot of bang for your buck when advertising to the target market. Modern Family Modern Family also boasts a high index for millennials aged 25-34, with reports showing that they are 28% more likely to watch it on a weekly basis than the general population.This show also works well to reach secondary audiences as it has wide appeal and reaches a large portion of viewers in America. Saturday Night Live Saturday Night Live is a favorite topical show among millennials.While they are only marginally more likely to watch the program than the general population, the immense popularity of the show and the high ratings in 2016 make it a sure hit.The ratings for SNL tipped the scales with a post election episode at 6.2 Live + Same Day and rating of 3.9 Live + Same Day with adults aged 18-49.This in combination with programmatic buying at Hulu adding flexibility of content makes for a great platform for eBay to run topical advertisements to match the content of the show.12
  14. 14. out of home activations 13 For an out of home campaign, the best way to reach our target market is through subway and bus advertisements in Los Angeles, New York City, Boston and Ann Arbor, Michigan.Theselocationsarelocatedacrossthecontinental United States, allowing us to reach a maximized number of our target market of people from ages 18-24. In New York City, there is an estimated population of 8.550 million people. Approximately, 4.8 million are within our target market. Yearly, there are more than 1.7 billion riders on the subway, which include 5.6 million people on Mondays through Fridays. In Boston, Massachusetts, the median age is 31.8 years old. Within the population of over 669,000 people, 24% are between the ages of 20 and 29. Advertising on subways in Boston would reach the 774,000 daily riders. Moving from the East Coast toward the Midwest, is Ann Arbor, Michigan. This city is a small college town with a third of the 117,000 person population between the ages of 20 and 29. The median age is very low, at 28 years old. Although this city does not have a subway system, the bus service is available for advertisements. The buses run between three colleges and offer rides to younger students as well.These services run seven days a week, through the night and offer special arrangements for holidays. Finally, Los Angeles, California, with over 26% of the population between the ages of 18 and 34.The subway system has more than 9.5 million yearly riders. Breaking it down, upwards of 360,000 riders seeing an advertisement daily. NYC Population of 8.550 million people. 52.5% female. 4.836 million people 18-34. Daily riders on the subways: Mon-Fri-5,650,610, Sat-3,309,731, Sun-2,663,418. Yearly ridership-1,762,565,419 Boston Population of 669,469 people. 52.1% female. 24% 20-29, Median age 31.8. Nearly 774,000 daily trips on the subway. Ann Arbor, Michigan Population of 117,070 people. 50.7% female. 33% 20-29, Median age 28 Los Angeles, California Population of 3.971 million people. 50.2% female. 1.032 million people 18-34. Average Weekday Riders- 362,135 Average Saturday Boardings- 221,079 Average Sunday and Holiday Boardings- 193,315 Yearly Ridership- 9,507,985
  15. 15. experiential activations ebayu Trust. Value. Selection. Convenience. All components of eBay’s value proposition they aim to provide to their buyers. However, according to our primary research our team has determined that 18-24 year olds do not have confidence in eBay and the value of its products.Thus, we have developed a strategy that allows eBay to interact with our primary target market on a one-on-one basis,across the country,in order to make valuable impressions. eBayU is a cross-country college tour that allows eBay brand representatives to interact with tech-savvy college students that are always looking for the best bargain. With services such as Amazon Prime and Zappos VIP, and highly accessible inexpensive items at WalMart, eBay might not be in millennial’s consideration set for finding great products for less.eBayU aims to change this perspective,allowing students on campuses around the US to learn more about eBay, its products, services, social media and mobile capabilities. The contest would begin with a social media campaign where schools can vote to have eBayU come and visit their school! The top ten schools that accumulate the most votes through an online poll will win. The eBayU branded truck will visit the top 10 college campuses distributing eBay branded swag material, providing textbook discounts through a partnership with a vendor such as Chegg, deals for school supplies and apartment/small space design advice. Samples of school-related eBay products will be featured, such as backpacks and supplies, allowing students to interact with the brand, driving them to a purchase at a brand kiosk inside the truck. Benefits such as free/expedited shipping and discounts will encourage students to spend. In addition to purchasing products, students will be able to take pictures with eBayU signs in front of a branded backdrop. Prior to taking the photo, students will input their personal information (name, university, email and birthday) into a form.This user data will allow the media team to retarget users later on with eBayU/eBay branded email content, in order to build an ongoing relationship with potential customers. High quality pictures will be taken and emailed to students allowing them directly to share onto their social platforms such as Facebook, Instagram and Twitter using the hashtag #eBayU. This highly engaging and potentially viral tactic allows eBayU brand ambassadors to increase brand awareness by interacting with future customers, accumulate shopper data, increase social presence and drive users to the site to make a purchase.The eBayU social media team will be promoting their visit on each campus via their Facebook, Snapchat and Instagram accounts and website. 14
  16. 16. In a world where corporate social responsibility comprises a large percentage of a brands reputation, eBayU aims to address the needs of their target market by creating a merit based scholarship program. Full time underclassmen will be eligible to apply online for the scholarship.The student must uphold a specific GPA threshold, as well as prove high community involvement and leadership experience.The recipient will receive $5,000 in tuition, as well as $2,500 to spent on eBay to purchase textbook, supplies and anything needed to advance their education. Overall, eBayU will allow eBay to enhance recognition amongst the millennial market, increase brand recognition and CSR, as well as increase their social media presence and online reputation. Experiential activations U 15
  17. 17. media objectives Our goal is to reach 50% of students age 18-24 at least 2 times using video ads on Hulu and YouTube, promoted content on Facebook, Instagram, Snapchat, and Pinterest and through our Out of Home advertising as well as our ten stop college tour. Our ads on all platforms will be placed nationally and our out of home advertising will be located in four cities across the country and our ten stop college tour will be determined by the winners. Our ads will run at various times depending on the purpose for their use. Facebook will be consistent and run throughout the year. Our Instagram ads will run before and during our college tour and mid-way through the semester. Our out-of- home will be towards the end of the campaign when students are graduating and getting ready to move in to their new apartments. The rest of our ads will be spread throughout the campaign to boost awareness and tailored toward specific goings-on at that times. reach and frequency geographic placement scheduling 16
  18. 18. budget $1,000,000 $100,000 $25,000 $25,000 $350,000 $150,000 $100,000 $300,000 $500,000 $2,000,000 $300,000 $50,000 $100,000 17 Our budget breakdown shows a heavy investment in ads placed on Hulu as well as the campaign college tour.We feel stronglty that these two tactics have some of the highest potential to justify the higer costs. Our campaign focuses heavily on social media marketing, which is considerably less expensive than other channels.This gives a lot of flexibility with pro- duction costs and reallocating the budget from traditional channels to our ditigal campaigns.
  19. 19. sales forecast 18 eBay was founded in September 1995 and was dedicated to bring buyers and sellers together.As of 2013, eBay’s annual revenue in the United States was 3.419 billion dollars. In 2015, sales increased by over 200 million dollars. If the same rate of sales continues then eBay’s net revenue will be over $4.200,000,000 by the year 2018.A huge source of revenue for eBay was PayPal. However, sales have not dropped significantly since losing this revenue generator in July of 2015. It has been over a year since losing this company, so eBay may or may not lose revenue in later years.We believe it is realistic to expect a 5% increase in sales from our 2017-2018 campaign.To see whether reach and frequency goals were met, we will track the ratings ofTV shows where our ads are airing and rely on impressions provided by Snapchat.We will also measure views received on promoted content on Facebook and retweets and/or likes onTwitter and Instagram.We can also check the usage of transportation systems in our select cities and track how many students attend each eBayU event. conclusion For Savvy Spenders the internet has always been a part of their lives and online shopping is more popular over the traditional brick-and-mortar store.This target market wants the best bang for their buck without sacrificing quality or style.Although they have the tools to compare prices time is of the essence and they need their go-to site for when they need their product as soon as possible. eBay has grown and improved their company since these Savvy Spenders last used it.Although competitors such as Amazon are number one in their mind, if eBay made itself present with the same great qualities without the pricy membership, they can win over consumers’ hearts. By evaluating the brand through a variety of research techniques, it was evident that eBay needs to inform consumers about the eBay’s new look and features with unique products and low prices. Our campaign will reach the target market easily by using the most popular social media platforms, stopping by campus, and showcasing unique products before they watch their favorite television shows or YouTube videos. Out-of-Home advertisements will take over select cities so that everyone knows who the new eBay is and how they are the right fit for consumers. Once trust is regained by consumers, eBay will have no problem in increasing their loyal following.
  20. 20. media timeline 19
  21. 21. appendix A survey questions Are you 18 or older? Yes No What websites do you consider yourself loyal to? Check all that apply Please indicate how important the following benefits are while shopping online Free shipping Discount codes Memberships Payment Method Security Variety of selection Student accounts or promotions Have you ever purchased an item on eBay? Yes No What most influenced your decision to purchase through eBay? Roughly how many times have you ever purchased an item on eBay? 1-3 4-6 7-9 10 or more Using the slider,please indicate the percent of the items on eBay you think are new, used or refurbushed. What do you consider to be eBay’s greatest strengths? What do you consider to be eBay’s greatest weaknesses? What gender do you identify with? Male Female Non-Binary What is your age? How would you classify the area you live in? Rural Suburban Urban What region of the United States are you currently living 20 Amazon.com Jet.com Alibaba.com Target.com Etsy.com Ebay.com Walmart.com Bestbuy.com Other Craigslist.com North East Mid-Atlantic South East Mid-West South-West West North-West
  22. 22. appendix a survey questions cont Are you currently a college student? Yes No What is your current class standing? Freshman Sophomore Junior Senior Graduate Do you have any additional comments? focus group questions When you think of eBay, what’s the first word that comes to your mind? Do you have any experience buying products off eBay? How do you feel about buying new products rather than used products off eBay? What would intrigue you to try or use eBay?What pro- motions or other things would get you to try eBay? After watching the video are you more inclined to use eBay? Why would you use another onlinshopping site over eBay? Woudl you consider using eBay over Amazon., Etsy or any other online shopping site after learning they sell new products as well? Are you more likely to buy products from companies that give back to the community in some way? What is most important to you when buying items on- line? What makes you trust an online company? 21
  23. 23. appendix b works cited “The 10Top Instagram StatisticsYou Must SeeTo Believe.” Mediakix | Influencer MarketingAgency.N.p.,22 Sept.2016.Web. 28 Nov. 2016. “Census Profile:Ann Arbor, MI.” Census Reporter. United States Census, n.d.Web. 05 Dec. 2016. “Census Profile: Boston, MA.” Census Reporter. N.p., 2015.Web. 05 Dec. 2016. Lowe,Lisa.“125Amazing Social Media StatisticsYou Should Know in 2016.” SocialPilot.co.N.p.,23 Sept.2016.Web.28 Nov. 2016. McIntyre,Hugh.“MillennialsAre LeadingThe Spotify Revolution.” Forbes.Forbes Magazine,20Apr.2016.Web.29 Nov.2016. “Online Retail in the US: Market Research Reports.” Ibis World. N.p., 2016.Web. 24 Oct. 2016. “Population Estimates, July 1, 2015, (V2015).” Ann Arbor City Michigan QuickFacts from the US Census Bureau. United States Census, n.d.Web. 05 Dec. 2016. President, BCG SeniorVice.“EBay: Net Revenue in the United States 2015 | Statistic.” Statista. N.p., n.d.Web. 15 Nov. 2016. “QuickFacts Los Angeles City, California.” US Census. United States Census, n.d.Web. 05 Dec. 2016. “The Ride | Ann Arbor Area Transportation Authority.” Ann Arbor Home.Ann Arbor Area Transportation Authority, n.d. Web. 05 Dec. 2016. “Ridership Statistics.” LA Metro Home.LosAngeles County MetropolitanTransportationAuthority,n.d.Web.05 Dec.2016. “‘Saturday Night Live’ Hits Season-High RatingsWith Host Dave Chappelle – Update.” Deadline. N.p., 15 Nov. 2016.Web. 01 Dec. 2016. “Statistics.”YouTube.YouTube, n.d.Web. 01 Dec. 2016. 22
  24. 24. appendix b 23 Sternberg, Josh.“13 Interesting Facts Brands Should Know About BuzzFeed - Digiday.” Digiday. N.p., 03 May 2013.Web. 05 Dec. 2016. “10 Snapchat Statistics You Need To Know In 2016.” Mediakix | Influencer Marketing Agency. N.p., 17 Oct. 2016.Web. 01 Dec. 2016. “10 Snapchat Statistics You Need To Know In 2016.” Mediakix | Influencer Marketing Agency. N.p., 17 Oct. 2016.Web. 01 Dec. 2016. “Transportation Facts.” Transportation Facts. Massachusetts Department of Transportation, n.d.Web. 05 Dec. 2016. US Census. United States Census, n.d.Web. 05 Dec. 2016. “What It Costs:Ad Prices From TV’s Biggest Buys to the Smallest Screens.” Advertising Age News RSS. N.p., 06 Apr. 2015. Web. 02 Dec. 2016.

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