Mais conteúdo relacionado Semelhante a Back to the Future: Bringing Performance Targeting to Mobile Devices from DRS, 7.28.14 (20) Back to the Future: Bringing Performance Targeting to Mobile Devices from DRS, 7.28.141. Copyright © 2014 Criteo
Back to the Future:
Bringing Performance Targeting
to Mobile Devices
Rob Deichert
Managing Director US
July 2014
2. Copyright © 2014 Criteo
Making display perform
2
Reach the right user, at the right time, with the right message
BUY
BUY
Unmatched
Reach & scale
Personalized
Creative
CPC
Bidding
Optimization
& control
3. Copyright © 2014 Criteo
Real-time, personalized advertising drives results across
channels
CRITEO PERFORMANCE ENGINE
Advertiser data Publisher data Criteo data
Personalized advertising
Pure post-click performance
Email
3
Desktop
Mobile Web In-App
4. Copyright © 2014 Criteo
Our scale
+50
Countries
16
Offices
773
$1
9.7
Billions $3
R&D represents
40% of the workforce
+7000
Publishers
+5500
Advertisers
+1,000
Employees
90%
Retention rate2
Listed on the NASDAQ
since October 2013
1: Revenue in 2013. +63% from 2012
2: Annual rate
3:$ of turnover generated to our clients - turnover post-click ww year 2013
4
6. Copyright © 2014 Criteo
62% of ad revenues
in Q2 2014
Facebook is
officially a mobile
company
6
7. Copyright © 2014 Criteo
Mobile as a % of worldwide Internet traffic
Mobile web traffic continues to grow at more than 1.5x per Year
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
2008-12 2009-12 2010-12 2011-12 2012-12 2013-12
SOURCE: StatCounterGlobal Stats – 05/2014
7
8. Copyright © 2014 Criteo
Ecommerce traffic shifting to mobile, tablets lead the charge
8
12.21%
14.58%
73.21%
US Ecommerce traffic by platform, Q4 2013 Change from Q4 2012 to Q4 2013
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6% Tablet
Phone
Desktop
Source: Monetate Q4 Benchmark Report
9. Copyright © 2014 Criteo
Mobile devices represent a growing commerce opportunity
9.3%
14.6%
18.7%
22.6% 26.2%
27.9%
29.6%
92.9%
78.4%
43.5% 34.9%
27.9%
17.4%
16.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
2012 2013 2014 2015 2016 2017 2018
US B2C Mcommerce Sales, 2012-2018
$32.78
$58.50
$83.93
$113.18
144,77
%
169,97
%
197,38
%
B2C mcommerce sales
% of B2C ecommerce
sales
%
change
Billions, % change and 5 of B2C ecommerce sales
Source: emarket, April 2014
www.eMarket.com
Nearly 20% of ecommerce
sales in 2014
9
10. Copyright © 2014 Criteo
Case Study: one top worldwide retailer
0%
1%
13%
23%
26%
31%
0% 2%
13%
21%
24%
29%
Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14
10
Share of mobile on overall sales and clicks
Mobile sales Mobile clicks
11. Copyright © 2014 Criteo
Client ad spend is shifting to mobile
% mobile of digital ad spend
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2008 2009 2010 2011 2012 2013
Source : Criteo Internal Data – Worldwide RevExTacUS UK
% mobile for Criteo
SEP 2013 MARCH 2014
15.0%
2.5%
11
12. Copyright © 2014 Criteo
We also see US mobile sales on the rise
0%
1%
2%
3%
4%
5%
6%
7%
December January February March
% of sales
% of order value
100% increase in
share of mobile sales
+100%
12
13. Copyright © 2014 Criteo
Mobile compliments desktop activity
116
96
90
80
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
Average = 100
Purchases coming
from iPads are 16%
more likely to happen
on a Sunday
10% fewer
sales are
generated from
PCs on
Sundays.
Source : Criteo Q1 Data
+16%
-10%
IPad PC
13
14. Copyright © 2014 Criteo
Case Study: the “In-App Effect” for a travel advertiser
0%
5%
10%
15%
20%
25%
30%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
14
(Day) Consumer Reach Distribution (Week) Sales Distribution
Mobile Desktop
16. Copyright © 2014 Criteo
Traditional barriers to spending
16
Mobile web vs. Apps
App clutter, low engagement
No URL for apps
No flash
No targeting on Safari
No real-time creative
Fragmentation Lack of Standards
No Personalized
Targeting at Scale
17. Copyright © 2014 Criteo
iPad and iOS dominate e-commerce traffic
Ecommerce website traffic by mobile platform
0%
10%
20%
30%
40%
50%
60%
70%
90%
100%
80%
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Source: Monetate and BI Intelligence
iPad iPhone Android Phone Android Tablet Other
17
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
19
20. Copyright © 2014 Criteo
Real-time
performance
advertising has
arrived for
mobile
20
21. Copyright © 2014 Criteo
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
21
22. Copyright © 2014 Criteo
For Apps: Apple ID for Advertisers, Android
Advertising ID
Deep Linking HTML5 Ads
Privacy-
Positive IDs Standards
are emerging
22
23. Copyright © 2014 Criteo
In-app personalization is now available
23
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
Copyright © 2014 Criteo
23
24. Copyright © 2014 Criteo
Unlock a valuable new audience quickly
24
Support for Cookies on
iOS Devices
Flexible Tagging and
HTML Creative
Average
+11%
Conversions
1: Safari & IOS average traffic on 250 live advertisers with EBS during Dec. 2013
26. Copyright © 2014 Criteo
Case Study: One top worldwide retailer
Mobile performance
0.27%
0.43%
CTR
9.59%
11.89%
CR
26
Conversion rate CTR
27. Copyright © 2014 Criteo
Next challenge: cross-device
Copyright © 2014 Criteo
90% of consumers use
more than one device to
complete a task
Source: Google
27
28. Copyright © 2014 Criteo
There are two
ways to identify
a user
1.
EXACT MATCH –
The much
preferred method
2.
IMPLIED
MATCH
28
29. Copyright © 2014 Criteo
• Persistent identifier used to
positively match: eg cookie
• 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
29
30. 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 30
31. 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
Ecommerce market (UK example)
31
Total e-retail E-retail excluding mobile
Source : Capgemini Consulting – September 2013
32. Copyright © 2014 Criteo
Shift happens…..
0%
1%
13%
23%
26%
31%
0% 2%
13%
21%
24%
29%
Aug. 13 Sept. 13 Oct. 13 Nov. 13 Dec. 13 Jan. 14
32
Share of mobile on overall sales and clicks
Mobile sales Mobile clicks
33. Copyright © 2014 Criteo
Capitalizing on the
Opportunity
Get ahead of
the shift to
capture share
1
Tried and true
techniques can
work in mobile
2
Don’t let the
perfect be the
enemy of the
good
3
33
Notas do Editor Our philisophy
Making display work like search
We believe in a hollistic view – 360 degree touch of the consumer
We have a platform that allows us to plug in new channels where the consumers are –
No sharing of advertiser data http://www.shutterstock.com/pic-101332606/stock-photo-vintage-photo-of-obsolete-technology.html?src=pAl_MZbl7Ct1GwLwrqphbQ-1-3
Who knows what percent of Q4 revenue facebook was mobile? Facebook is officially a mobile company with 59% revenue now coming from mobile and 609 million daily mobile users
http://techcrunch.com/2014/04/23/facebook-q1-2014-earnings/
Original chart source – Enders Analysis Let’s talk about the traffic Let’s talk about the transactions Shift Shift is happening with our own clients Explain the graph
germany It‘s time for mobile marketing to change and to engage the user We as criteo made the shift and made investments Where does that put us? Mobile web first 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 Quote from Neal Mohan surrounding x-device announcement http://www.shutterstock.com/pic-102731393/stock-photo-a-man-holding-a-matching-pair-of-old-cog-gear-wheels-in-his-hands.html?src=pp-same_artist-101269693-EuNCU0Y17iSfZwMmRnBm0A-5 http://www.shutterstock.com/pic-135098246/stock-photo-pear-and-apple-on-a-white-background.html?src=DQR7fZaAQnmj8t5mFmfHcA-2-0 Shift http://www.shutterstock.com/pic-158522279/stock-photo-image-of-two-young-businessmen-using-touchpad-at-meeting.html?src=iquM4hEe6lCHfNytBrN0og-1-0