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PERFORMANCE!
MARKETINGMOSCOW
15!
OCT
The first professional conference !about Performance Marketing in Russia
Dirk Henke, Managing Director EMEA, Criteo
Copyright © 2014 Criteo
The future of mobile marketing
Dirk HenkeManaging Director
Eastern Europe, Middle-East & Africa
Moscow. October 2014
Copyright © 2014 Criteo
Total time spent online
SOURCE : Total U.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform, August 2013 OR SIT AMET
Desktop
Smartphone
Tablet
Bn Minutes
0
200
400
600
800
1000
1200
From 2010 To 2013
Copyright © 2014 CriteoSource : Capgemini Consulting – september 2013
Ecommerce market (UK)
E-retail excluding mobileTotal e-retail
0%
5%
10%
15%
20%
Q12011/12
Q22011/12
Q32011/12
Q42011/12
Q12012/13
Q22012/13
Q32012/13
Q42012/13
Q12013/14
Q22013/14
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Mobile buyers in Russia
41%
28%
43%
30%
2013
2012
Global Average Russia
Share of smartphone owners who use it for shopping
Source: Source: PWC Global Total Retail Survey, Jul-Aug 2013
8Copyright © 2014 Criteo
44%
31%
41%
28%
2013
2012
Global Total Russia
Share of tablet owners who use it for shopping
Copyright © 2014 Criteo
16%
24%January 2014
September 2014
SOURCE : CRITEO INTERNET DATA – COUNTRY: Russia
We see it with our advertisers
Copyright © 2014 Criteo
Source : Criteo Internet Data
Which devices are they using?
Android - Smartphone
Android - Tablet
iPhone
iPad
Mobile-Other
Copyright © 2014 Criteo
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
RUSSIA EU BIG 5 UK
Copyright © 2014 Criteo
Weekends are even more dramatic
0.00%
10.00%
20.00%
30.00%
40.00%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Mobile Sales (% total)
24,28%
Week Average
22,94% 22,99% 22,94% 22,64% 22,86%
27,91%27.74%
In Russia28% of ecommerce
sales on Sunday are from Mobile
devices
Copyright © 2014 Criteo
Copyright © 2014 Criteo
1. Complexity: Mobile is four different worlds
ANDROIDiOS
In-App
13
Mobile Browsing
ANDROIDiOS
Copyright © 2014 Criteo
Copyright © 2014 Criteo
2. Lack of standards
Generating real-time creatives that look the same on thousands of devices isn’t possible
No Flash
You can’t deeplink from an ad to a specific page within an app
No equivalent of a URL for appsNo targeting
You can’t target users on mobile devices
Copyright © 2014 Criteo
3. Smartphone dominated by “spray and pray” app downloads
More and more apps are downloaded
But most apps have a
retention rate under 35% after 90 days1
Low Conversion rates on smartphones
1 Source : Flurry analytics
Copyright © 2014 Criteo
An Analysis of 2,000 Criteo
Advertisers covering 86M users showed:
15-20% of their Sales were Cross-device
in Q2 2014How can you show relevant
marketing when you don’t recognise the
user?
4. Cross-Device Usage Is Huge. But a huge problem.
(1): Criteo analysis on users with CRM ID collected on multiple devices (~10% of users), on ~2000 WW advertisers in Q2 2014 proved that 15% to 20% of conversions on these users happen on a device following a click on another device less (PC 30 days)Source : Criteo Internal Data – figures for devices based on unique cookies.
Copyright © 2014 Criteo
Copyright © 2014 Criteo
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2008 2009 2010 2011 2012 2013
US UK DE
% digital adspend on mobile
Adspend is shifting to mobile
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Standards are emerging!
HTML 5 Ads Deep linking
No FlashNo equivalent of a URL for apps
Copyright © 2014 Criteo
• Persistent identifier used to positively match over time or across devices: eg cookie or login
• Seamlessly supports opt-out / privacy guidelines
• Challenge 1: Getting volume
• Challenge 2: Privacy. Must ensure user transparency, control, and no personally identifiable information
1.EXACT MATCH –
The Best
Copyright © 2014 Criteo
2.IMPLIED MATCH• Machine learning model
• Uses device characteristics to estimate a probability that two devices are the same/ used by same person.
• Challenge 1: By definition creates “false positives”, wrongly matching different people.
• Challenge 2: Precision varies from 40-80%. This radically reduces performance, and therefore ROI.
• Challenge 3: Difficult privacy controls/ opt-out management
Copyright © 2014 Criteo
It is a MYTH that you can’t target on
mobile devices
Cookies work in mobile browser. Mobile IDs work
in-app
Copyright © 2014 Criteo
Copyright © 2014 Criteo
Exact Match
Criteo Now Has A Solution Across All 4 Mobile Environments
Transparency & user control over
ad choices
28
SOURCE : Criteo Internal Data – figures for devices based on unique cookies.
Copyright © 2014 Criteo
Unique technical
solutions based on advertiser site
integrations
Last month we showed targeted personalized ads to over150M mobile users, including over 50M Apple mobile devices
Generating over $1Bn annualized post-click mobile sales
Copyright © 2014 Criteo
Example: Full Personalisation In-App, using IDFA for Exact Match
User visits your app Then opens a new appand sees a targeted ad
User clicks and lands on a product “page” in your app
Copyright © 2014 Criteo
29
IDFA for Exact Match
targeting
HTML5 ad
In-App Deeplinking
Copyright © 2014 Criteo
… and purchases the recommended product
Criteo cross-device
Later, he sees an ad on his phone, he clicks on it
The Criteo Way: Personalization +
Performance
Copyright © 2014 Criteo
Mobile has been a journey for Criteo…
Criteo launchesperformance display
2008
Desktop
Criteo launches in-app solution, based on Ad-X Tracking
Jan 2014
In-App
Criteo acquires Ad-X Tracking.Allows in app mobile tracking
July 2013
In-App
Criteo launches full Mobile Web solution including iOS
April 2014
All mobile browsers
Criteo launches Mobile Web for non-iOS devices
Dec 2013
Android mobile browsers
Coming soon:
Cross-Device
Copyright © 2014 Criteo
Conclusion
MOBILE SALES
are 24% today
MOBILE MARKETING
has caught up
EXACT MATCH PERSONALIZATION
is best:
Apple and Android.Browser and in-app.
CRITEO’S CROSS-DEVICE
coming soon!
COMPLEXITY is the New normal
35