Mais conteúdo relacionado Semelhante a The Magic Formula of Mobile Marketing by Criteo - ArabNet Digital Summit 2014 (20) The Magic Formula of Mobile Marketing by Criteo - ArabNet Digital Summit 20141. Copyright © 2014 Criteo
‘The magic formula of mobile marketing’
Dirk Henke
Managing Director Eastern Europe & MEA
June 2014
4. Copyright © 2014 Criteo
Total time spent online
416
477
81
381
100
2010 2013
Desktop
Smartphone
Tablet
SOURCE : Total U.S. Internet Usage in Minutes in may (Billions), Comscore MMX Multi-Platform,
August 2013 OR SIT AMET
6. Copyright © 2014 Criteo
Luckily, no one buys
anything on mobile
devices right?
7. Copyright © 2014 Criteo
0%
5%
10%
15%
20%
Q1 2011/12 Q2 2011/12 Q3 2011/12 Q4 2011/12 Q1 2012/13 Q2 2012/13 Q3 2012/13 Q4 2012/13 Q1 2013/14 Q2 2013/14
E-retail excluding mobile
Total e-retail
Source : Capgemini Consulting – september 2013
Ecommerce market (UK example)
9. Copyright © 2014 Criteo
1. Mobile means succeeding in two worlds
Mobile Browsing In-App
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2. Mobile has been “Spray and Pray”, not engagement
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
2 Source: Inmobi, “app insight report”
11. Copyright © 2014 Criteo
3. Lack of standards have prevented personalisation
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 do
personalised ads in a
Safari browser
13. Copyright © 2014 Criteo
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2008 2009 2010 2011 2012 2013
US UK DE
% mobile
of digital adspend
2.5%
15,0%
SEP 2013 MAY 2014
% mobile
for Criteo
SOURCE : Criteo Internal Data – Worldwide RevExTac
Adspend is shifting to mobile
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For Apps: Apple ID for Advertisers, Android
Advertising ID
Deep
Linking
HTML5 Ads
Privacy-
Positive IDs Standards
are emerging
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Consistent user
experience regardless of
browser
Including dynamic
personalised relevant ads on
Safari
Uses industry standard
cookies
Mobile solution
across all
browsers
Providing customer
transparency and control over
ad choices
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Personalisation is now available
User surfs
in your app
… Then opens a new app and
sees a targeted ad
User clicks and deeplinks to a
product « page » in your app
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19. Copyright © 2014 Criteo
Mobile has been a journey for us…
Criteo launches
performance display
on Desktop
2008
Criteo acquires Ad-X
– allowing in app
mobile tracking
2013
Criteo launches
Mobile Web
2013
Criteo launches in-
app solution
2014
Criteo launches full
Mobile Web solution
(incl. IOS)
2014
21. Copyright © 2014 Criteo
Conclusion
1
Mobile marketing
has to change!
We have to move away from
acquisition only towards real
customer engagement and
customer acquisition.
2
Mobile marketing
has to be addressed
holistically!
Mobile solutions are not
efficient without user
targeting and tracking.
3
Mobile marketing
needs standards!
The industry has to define
standards that govern mobile
ad units and data protection.
22. Copyright © 2014 Criteo
Thank you!
Dirk Henke
Managing Director
Eastern Europe & MEA
d.henke@criteo.com
Notas do Editor http://www.shutterstock.com/pic-101332606/stock-photo-vintage-photo-of-obsolete-technology.html?src=pAl_MZbl7Ct1GwLwrqphbQ-1-3 http://www.shutterstock.com/pic-101332606/stock-photo-vintage-photo-of-obsolete-technology.html?src=pAl_MZbl7Ct1GwLwrqphbQ-1-3 It‘s time for mobile marketing to change and to engage the user Besser durch Zahlen unserer neuen Infografik austauschen
It‘s time for mobile marketing to change and to engage the user Facebook is officially a mobile company with 53% revenue now coming from 945M users
Design : add revenue
Mobile marketing needs standards! The industry has to define standards that govern mobile ad units and data protection. – deep linking
This one combines the 3 theses:
Customer Engegament: Users get back to your app
Tracking: Address them with personalized relevant ads
Standards: Criteo deeplinking initiative
That’s why the key is to:generate lasting app-usage CRM, Email anonymized data while always respecting local privacy compliance.
Predictive solutions.
Beta next quarter. EBS Launch date: 27th of September