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Criteo Commerce & Digital Marketing Outlook 2019

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At the end of every year, Criteo releases our big predictions for the year ahead. It’s a great time to reflect on what’s starting to emerge and what we expect to happen across the digital marketing landscape. For 2019, we thought through some of the major trends we've already started to see.

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Criteo Commerce & Digital Marketing Outlook 2019

  1. 1. Commerce & Digital Marketing Outlook 2019 December 2018
  2. 2. Digital Marketing and Commerce has continued on its strong growth trajectory in 2018, despite going through a period of new data regulations and constantly evolving consumer preferences across different shopping channels. We can expect some big shifts ahead of us in 2019 that will keep things very interesting for digital marketers. Our direct relationships with 19,000+ advertisers and thousands of publishers puts Criteo in a unique position to feel the pulse of the market and detect emerging trends — often before the rest of the industry. I’m pleased to share with you this report highlighting the key trends that we believe will have a big impact on Commerce and Digital Marketing in 2019. Happy reading, and have a great year ahead. 2019: A Year of Digital Marketing Revamp Mollie Spilman Chief Operating Officer, Criteo
  3. 3. 3 • The 7 Big Digital Marketing Trends to Watch in 2019 Voice and visual tech usage will grow in digital marketing GDPR will drive data protection legislation globally Walled gardens will come under greater scrutiny Video ad spend will soar, driven by private marketplaces Brands and retailers will team up to capitalize on omnichannel data Digital ad operations will move from agencies to more in-house AI will gain wider adoption in digital marketing
  4. 4. GDPR will drive data protection legislation globally
  5. 5. 5 • Giving Users More Control of Their Data GDPR has gained good global support since its introduction in Europe in May 2018. Many industry leaders, trade bodies, and legislators are now in favor of establishing similar privacy laws in the US and other regions. Marketers need to manage their audience data more carefully and give users more choice over what happens with their data. Reports indicate that Google is rethinking how it collects and monetizes data to find ways of giving users more control over sharing (or not sharing) their personal information and search histories. What steps have US companies taken to comply with the GDPR? % of respondents, Aug 2018 Conducted a GDPR gap assessment Note: corporate directors of public company board respondents Source: BDO USA, “2018 Cyber Governance Survey”, Oct 15, 2018 Implemented or updated privacy notices Updates branch notifications policies/procedures Increase data privacy budget Appointed a data protection officer 78% 78% 43% 32% 32%
  6. 6. Establishing Best Practices on Data Usage Impact in 2019 The use of standard data management practices globally will reinstall consumer confidence and trust in digital marketing. This in turn will benefit businesses that offer greater transparency and choice to consumers.
  7. 7. Walled gardens will come under greater scrutiny
  8. 8. 8 • Greater Scrutiny on Tech Giants With a number of incidents involving data breaches, tech giants have come under greater scrutiny regarding how they share and protect user data, their corporate footprints, and the taxes they pay. European Union competition chief Margrethe Vestager imposed a fine on Google in July 2018 and has ordered a probe into Amazon’s use of data. In 2019, expect Facebook, Google, and Amazon to introduce new policies on data sharing and user privacy. This likely will lead to these walled gardens setting up even tighter controls on their user data and the information they share with advertisers. Facebook’s approval ratings among the American Public have plunged in the past five months 80 70 60 50 40 30 20 10 0 -10 Netfavorability(%) Oct -17 Mar-18 Source: Axios Polls, Mar 2018 vs. Oct 2017
  9. 9. Prioritizing Consent Management Impact in 2019 Walled gardens will have to find better and clearer ways to gain user consent on how, and for what purposes, their data will be shared and/or used. Greater scrutiny of their policies and operations will likely lead to even tighter control of user data shared by these tech giants.
  10. 10. Video ad spend will soar, driven by private marketplaces
  11. 11. 11 • 54% 46% 83% 17% Apps to Take Large Share of Video Advertising Budgets Private Marketplaces (PMPs) will win growing share of video ad spend as marketers aim for premium inventory and better performance by displaying video ads on high quality sites. On smartphones, video content is most often being watched by users via their popular apps. That means apps are primed to make up an increased share of video ad spend in 2019. Source: Pubmatic Note: Private Marketplaces (Google calls it Programmatic Direct) refer to a ‘private environment’ in an exchange that allows advertisers and publishers to carry private auctions, and sign one-on-one preferred deals and guaranteed deals. Digital Video Ad Spend, By Platform Mobile Q2 2017 Desktop Q2 2017 Desktop Q2 2018 Mobile Q2 2018
  12. 12. Demand Will Soar for OTT Video Inventory Impact in 2019 Private Marketplaces (PMPs) will drive more video ad spend through programmatic advertising channels. Connected TV (CTV) and Over-the-Top (OTT) video inventory is seeing increasing demand, and the trend is likely to become super hot in 2019.
  13. 13. Brands and retailers will team up to capitalize on omnichannel data
  14. 14. 14 • Increased Brand Appetite for Data Driven Marketing Brands and retailers are looking for opportunities outside of walled gardens and marketplaces. Many will start doing so by developing their omnichannel capabilities through collaboration and data sharing (e.g. retailers sharing real-time POS and inventory data with brands and both being able to access the analytics and insights to plan for promotions and operational efficiency). For brands, consumer insights are critical to making the right investment decisions for their product pipeline. Walled gardens offer very little to brands in this respect, and collaborating with other retailers can help them access consumer insights at scale. Source: eMarketer, Sizmek, “Marketer’s Survey Result 2018: An Insider’s Look at Data, Walled Gardens and Collaboration,” Oct 17, 2018 *France, Germany and UK How do brand marketers in Western Europe* and the US feel about data and walled gardens? Improving campaign analysis is a high or critical priority Increasing our use of first-party data is a high or critical priority Walled gardens do not provide enough data to effectively analyze and measure campaigns 90% 80% 85% 75% 60% 72% 60% 67% Walled gardens do not provide enough insight to make comparisons with other channels or partners US Western Europe*
  15. 15. Owning the Customer Relationship Impact in 2019 To avoid being overly dependent on Amazon, Facebook, and Google, brands and retailers will need to team up and find ways to own the customer relationship – and the data that goes with it.
  16. 16. AI will gain wider adoption in digital marketing
  17. 17. 17 • AI to Drive More Ad Spend Via Online Channels In 2018, a number of digital marketing companies announced their investments in artificial intelligence (AI) to develop solutions offering advanced personalization and better user engagement using machine learning. AI will enable marketers to better understand their audiences and deliver highly relevant and personalized messaging. This trend will then drive more advertising budget to online channels in 2019. Source: Econsultancy, “Dream vs. Reality: The Start of Consumer-First and Omnichannel Marketing”, in partnership with MediaMath, Sep 10, 2018. n=260 and includes brand advertisers, ad agencies and tech vendors. 47% 45% 42% 41% 39% 38% 34% 35% 27% 30% 31% 35% 19% 20% 31% 29% 30% 27% Audience targeting Audience segmentation Dynamic creative Campaign planning and modeling Media spend optimization Personalized offers Currently using Planning to use No plans to use Are advertisers* worldwide using AI for select digital ad tactics? % of respondents, May 2018
  18. 18. Companies with Large Datasets Will Lead in AI Impact in 2019 In 2019 we will see companies with large data-sets and strong computational advertising capabilities start to take the lead in developing and offering improved AI-based digital advertising solutions and systems to prevent ad-fraud.
  19. 19. Digital ad operations will move from agencies to more in-house
  20. 20. 20 • Digital Media Buying Will Move In-House Cloud-based and AI solutions will enable brands to shift their digital media buying operations from agencies to in-house. The current high focus and ongoing developments surrounding the regulation of consumer data will accelerate this trend as brands and retailers will want to have greater ownership and control of their user data. Additionally, bringing ad operations in-house can lead to significant cost savings and quicker turnaround time. Note: among those with budget responsibility of top 15 marketing functions; numbers may not add up to 100% due to rounding. Source: eMarketer, NewBase, “The Evolving Marketer 2018,” March 2018 In-house vs. Outsourced Marketing Services according to CMOs Worldwide, Jan 2018 % of respondents In-house Outsourced Both Marketing strategy 86% 1% 13% Product marketing 76% 5% 20% Customer experience 75% 7% 19% Social media 52% 10% 38% Data analytics 45% 13% 43% Ad operations 45% 28% 30% Content marketing 44% 6% 49% Branding 43% 14% 42% Events marketing 43% 20% 37% Digital marketing 42% 12% 46% Communications and PR 36% 20% 45% Advertising 33% 36% 32% Programmatic 32% 43% 27% Research and insight 28% 28% 44% Creative and design 24% 28% 49%
  21. 21. Control Over User Data Will Be a Huge Priority Impact in 2019 In an effort to have greater control over user data and ad placement, more companies will continue to move their ad operations, including paid social, display, and programmatic buying, in-house in 2019.
  22. 22. Voice and visual tech usage will grow in digital marketing
  23. 23. 23 • Younger millennials (18-20) Combining Relevance with Convenience The use of visual and voice (grouped under sensory) tech in digital marketing will become more apparent in 2019. Text search and visuals are important when consumers search for products. With voice search, engagement becomes even more convenient and meaningful for both marketers and consumers across each stage of the purchase journey. According to Gartner, brands that redesign their websites to support visual and voice search and provide more interactive and engaging experiences will see up to a 30% rise in digital commerce revenues by 2021*. What new technologies would UK and US younger vs. older millennial internet users be comfortable with as part of their digital shopping experience? July 2018 % of respondents in each group Ability to search by image (visual search) Shoppable content/click to purchase (images, videos, articles, blogs, user-generated content on social) Augmented reality (try before you buy) 62.2% 61.7% 57% 58.5% 36.8% 28.6% 24.8% 30.6% Live chat/messaging (digital assistants) Older millennials (21- 34)Source: ViSenze, Aug 29, 2018, Criteo Shopper Story, UK 2017, N=1515 *Smarter with Gartner, “Top 5 Marketing Predictions for 2018”, April 2018
  24. 24. Capitalizing on Search-Based Micro-Moments Impact in 2019 Brands and retailers that take the lead in optimizing their websites for voice and visual search will win shoppers looking for instant information on the go. They will be able to have more engaging and effective interactions with consumers.
  25. 25. 25 • Key Takeaways for Digital Marketing Success in 2019 Digital marketing will see some important technological and operational changes in 2019. Retailers and marketers must consider the following to prepare for the new opportunities and challenges: Find opportunities to grow outside of walled gardens. Tech giants will face even greater scrutiny over their use of consumer data and their operational policies in 2019. Retailers and brands must look for ways to collaborate and develop growth opportunities outside of walled gardens while having greater control of their customer data. Streamline your user experiences across devices and channels. Machine learning and predictive analytics will help marketers truly connect with their shoppers in new and meaningful ways. This will bring significant improvements in conversion rates while reducing cart abandonment and ad-fraud. Find the right blend of consumer data and advertising technology to make your campaigns more effective. Optimize your data strategy to create innovative customer experiences. Personalize your offerings at individual level to connect with your shoppers in new and meaningful ways. Video and voice ads will drive even better results for your digital marketing campaigns.
  26. 26. Thank you
  27. 27. This and other Criteo reports can be found at: criteo.com/insights criteo.com/about

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